Framing per- and polyfluoroalkyl substances (PFAS) risk: assessing the influence of message content and source on concern about emerging contaminants

Knowing how official messaging about emerging contaminants is interpreted is essential for effective environmental health communication. This study explored public knowledge and concern about per- and polyfluoroalkyl substances (PFAS), which are contaminants of emerging concern with a high degree of uncertainty around their health effects. We explored public awareness and knowledge about PFAS in Australia, as well as investigated whether the source of information and different risk messages influenced concern for and perceived credibility of information about PFAS. In this 2 X 4 factorial study (n = 1031) participants read a brief educational resource about PFAS. The effect of four different types of information (basic information, scientific uncertainty, declining PFAS levels, government action) coming from either scientists or the government, were tested for their effect on PFAS concern, perceived hazardousness and information credibility. Knowledge and concern about PFAS was low, although there was some awareness of specific PFAS contamination events. The experimental conditions did not significantly influence level of concern about PFAS, perceived hazardousness of PFAS, or information credibility. Women and older adults had higher levels of concern about PFAS, while lower concern was associated with greater trust in scientists and lower concern about chemicals in general. This research shows low levels of knowledge about PFAS in the general public in Australia, and moderate levels of concern once informed about the chemicals. General attitudes towards chemicals and trust in scientists are related to concern about emerging environmental risks such as PFAS. Acknowledging scientific uncertainty in educational materials about PFAS did not increase concern.