CULTURAL BELIEFS AND THEIR ROLE IN SHAPING RISK PERCEPTION DURING COVID-19

Abstract

This study explores the role of cultural beliefs in shaping risk perception and public responses to COVID-19 in Quetta, Pakistan. Using a mixed-methods approach, data were collected from 323 households across four sub-divisions. The findings reveal that while 79% of respondents acknowledged the existence of COVID-19, variations in perceived severity and preventive behaviors were influenced by cultural and religious beliefs. Many viewed the pandemic as a divine test, affecting their compliance with health measures. Trust in government efforts remained moderate, with concerns over negligence in handling the crisis. The study underscores the need for culturally sensitive public health strategies, including engaging religious leaders, addressing misinformation, and improving trust in institutions. By integrating local beliefs into risk communication, policymakers can enhance community resilience and compliance with health measures. These insights contribute to disaster management frameworks, emphasizing the importance of culturally informed interventions during public health emergencies.

Key words: COVID-19, Risk Perception, Cultural Beliefs, Trust in Government, Quetta