Ethnic predictors of protective and risky behaviors in the 2025 Mae Hong Son earthquake: A mixed-methods study

Earthquakes disrupt lives beyond physical damage, yet community-level behavioral responses in culturally diverse rural settings remain underexplored in Northern Thailand. This mixed-methods study examined lived experiences and immediate behavioral responses following the 2025 Mae Hong Son earthquake, focusing on how ethnic and cultural contexts shaped coping and preparedness. Quantitative data from 382 Northern Thai, Shan, and Karen residents assessed disaster exposure, household vulnerability, knowledge, attitudes, and protective and risky/uncertain behaviors, complemented by focus group discussions and in-depth interviews. Quantitative results showed widespread disaster exposure and similar household vulnerabilities across groups, but significant ethnic variation in protective and risky/uncertain behaviors. Prior exposure and positive attitudes were associated with greater protective actions, while risky/uncertain behaviors were linked to sociodemographic factors, exposure, knowledge, and attitudes, although explained variance was modest. Qualitative findings contextualized these patterns, highlighting family-centered coping, community networks, and culturally embedded interpretations of risk and safety. Together, the findings demonstrate that earthquake responses are socially and culturally embedded rather than purely individual behaviors. Disaster preparedness strategies should therefore integrate cultural knowledge, family structures, and community networks alongside evidence-based safety practices to strengthen resilience in multi-ethnic, earthquake-prone settings.