Beyond the Emergency Kit: Risk Perception, Trust, and Crisis Preparedness in the Netherlands in the case of the “Denk Vooruit” Campaign

As modern societies face a growing array of crises, from climate-related disasters to cyber threats, governments increasingly call on citizens to take proactive steps toward personal preparedness. This thesis investigates the psychological and informational factors influencing all-hazard preparedness behavior in the Netherlands, using the government’s "Denk Vooruit" campaign as a focal case. While previous studies often focus on single-hazard contexts, this study adopts a broader lens, integrating insights from Protection Motivation Theory and risk communication research. A quantitative survey (n=603) assessed the effects of Risk Perception, Efficacy Beliefs, Trust in Government, and Campaign Awareness on self-reported preparedness behaviors. Regression analyses showed that efficacy beliefs, particularly self-efficacy, were the strongest predictors of preparedness, affirming the Protection Motivation Theory theoretical framework. Campaign awareness also had a significant positive effect. Contrary to expectations, risk perception and trust in government did not significantly predict preparedness behavior. These null findings challenge widely accepted assumptions and suggest that in high-trust, institutionalized settings, emotional salience and perceived personal capability may matter more than abstract threat evaluations or generalized trust. Qualitative insights further revealed practical and psychological barriers to preparedness, including low campaign recognition, financial constraints, emotional fatigue, and limited relevance of official messaging. Participants voiced a need for more tailored communication, mental readiness support, and equitable policy tools, such as subsidized emergency kits or preparedness courses. This study contributes to the (Public Administration) literature by refining existing models of risk behavior and extending them into a generalized, multi-hazard context. The findings underscore the need for crisis communication strategies that are not only factually informative but also emotionally engaging and behaviorally actionable. By emphasizing empowerment and awareness instead of fear or trust in government, this thesis provides guidance on how to create better public preparedness campaigns in the Netherlands and beyond.