Process-based environmental communication and conflict mitigation during sudden pollution accidents

•Public environmental responses are examined in a sudden pollution accident.•A process-based environmental communication framework is established for conflicts mitigation.•We identify the process-pattern-value-response chain of pollution diffusions and information spreading.•Greater environmental awareness and inadequate perceptions do not imply active actions.•Respondents' demographic characteristics are related with their environmental responses.

In this paper we examine process-based environmental communication and environmental appeals by stakeholders following the Zijin Pollution Accident in China, focusing on environmental conflicts mitigation. Logistic regression analysis of field survey data and process-based pollution investigation reveal that greater awareness and inadequate perceptions among respondents do not imply active environmental actions. Diverse demographic characteristics, such as occupation, income, education level and gender, were closely associated with interviewees' environmental responses. The pollution process-pattern-value-response chains can be deduced from downstream pollution diffusions and related information spreading. A process-based environmental communication framework, which encompasses process-, pattern-, value- and response-oriented pollution control and conflicts alleviation strategies, has been established to response to sudden pollution accidents. The information gathered in this study could be incorporated into local decision-making, and is of vital importance to help to alleviate environmental conflicts following sudden pollution accidents.