Strong demand for clean air policies in emerging markets and developing economies

Air pollution is a leading health risk, especially in emerging markets and developing economies. Yet, it remains unclear whether citizens will demand mitigation, perceive it as a threat, or view poor air quality as a necessary part of development. Competing theories predict either strong or weak support, and cross-national evidence is scarce, particularly for measures of policy support. We surveyed 11,562 adults in four severely polluted cities — Accra, Delhi, Jakarta, and Johannesburg. Air quality was a highly prioritised issue, and overall levels of concern are very high. Majorities back six different mitigation proposals, including cost-salient measures such as stricter industrial limits, increasing household electrification, and expanding public transport. Concern, trust, and low behavioural control were the strongest predictors of support. People see air pollution, feel its effects, and want governments to act, even when action entails economic costs, challenging views of limited environmental demand in highly exposed, economically developing settings.