Abstract

This study examines the social and psychological factors that influence homeowners' decisions to adopt wildfire mitigation measures. As wildfires become increasingly frequent and severe, understanding the drivers of homeowner behavior is critical to enhancing prevention efforts. Key factors explored include risk perception, social norms, trust in authorities, and personal values, each playing a significant role in shaping decisions regarding wildfire mitigation. The study also identifies barriers, such as financial constraints, cognitive biases, and logistical challenges, that hinder proactive behavior. By addressing these factors through targeted policies and communication strategies, it is possible to encourage more widespread adoption of wildfire prevention measures. The findings underscore the importance of integrating social and psychological insights into wildfire risk management to better protect communities in fire-prone areas.