Individuals' interpretation of air quality information: customer insight and awareness study

Air pollution is increasingly recognised as a trigger for the exacerbation of cardiovascular and respiratory conditions (e.g. asthma, chronic obstructive pulmonary disease (COPD) and heart attacks). Exposure to air pollution constitutes a significant risk for susceptible groups within the UK population (i.e. those with preexisting cardio-respiratory conditions, the young and the elderly) (Bellamy and Harris, 2005, Holgate and Polosa 2006). In addition, non-susceptible active members of the population may also be affected by pollution at higher concentrations (COMEAP 2009, WHO 2006). The UK is unlikely to achieve the European Union air quality standard for oxides of nitrogen (NOx) by the target date (EEA 2009). This combined with the fact that, for some pollutants, there is no safe level, the provision of accurate and understandable information concerning the spatial and temporal distribution of air pollution at a local scale, is necessary to allow individuals behavioural choices.