Arzu TUYGUN TOKLU

İsmail Tamer TOKLU

More people around the world are increasingly exposed to disasters such as earthquakes, floods, forest fires, and landslides than ever before. Disasters resulting from climate change, such as floods, fires, and droughts, as well as earthquakes caused by tectonic activity, lead to significant loss of life and property. In Turkey, past earthquake disasters and the anticipated Marmara earthquake represent strategically critical threats to the country’s future. Despite the high public awareness of the adverse consequences of disasters, a lack of adequate risk perception results in insufficient disaster preparedness and precautionary behaviors. Developing a holistic response to the threats posed by disasters is a crucial policy issue. Enhancing the risk perception of individuals living in disaster-prone areas can contribute to improving their ability to respond effectively in a timely manner. This study investigates the impact of individuals’ risk perception on their attitudes and intentions regarding disaster preparedness. The research data were collected through a web-based survey administered to participants selected via convenience sampling. Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed for data analysis. According to the findings of this study, conducted from a marketing perspective, risk perception significantly influences perceived vulnerability and perceived severity. In turn, both perceived vulnerability and perceived severity affect attitudes toward disasters. Additionally, attitudes toward disasters and perceived self-efficacy influence the intention to prepare. Based on these findings, it is advisable to provide region-specific disaster preparedness education and ensure its sustainability. The results of this study may inform the planning of activities by relevant public, private, and non-governmental organizations.

Keywords: Disaster, Risk perception, Attitude, Preparedness intention