Air pollution is one of the primary concerns of our society for its effect on human health and the environment. Among the policy measures that can be put in place to limit air pollutant emissions, end-of-pipe technologies and/or regulatory instruments may be implemented through legislative acts. Also, equally important are behavioural measures, requiring citizens' active involvement. The success of any measure to limit pollutant emissions requires the acceptance by the citizens that, in turn, implies a correct perception of the main pollutant emission drivers. We present here the comparison between the public perception of air pollution sources and the real-world situation through a survey carried out in seven European countries and involving 16 101 respondents. Our study shows a dramatic underestimation of the contribution of the agri-food sector to air pollution. This result is common to all respondents in the seven countries examined and only to a small extent depends on gender, age and socio-economic status of the respondents.
Keywords: Air quality; Behavioural changes; Environmental policies; Social acceptability.