Shentsov Alexander D.

The article addresses the issue of public awareness and its impact on the formation of attitudes and behavioral strategies in the fi of health preservation. The relevance of the topic is driven by the need to reduce socio-economic risks associated with the deterioration of public health and the transition from a purely medical paradigm to a comprehensive interdisciplinary approach, in which the level of knowledge, awareness, and citizen engagement in health-related issues plays a crucial role. Theoretical foundations of the concept of “health preservation” are explored, emphasizing the importance of the informational factor in making decisions in favor of a healthy lifestyle, participating in preventive measures, and seeking timely medical care. The concept of “awareness” is interpreted as a combination of knowledge, beliefs, trust in information sources, and as an indicator of readiness for health-preserving behavior. Special attention is given to sources of health information, including offi medical channels, mass media, educational and corporate programs. Based on a sociological survey conducted among residents of Khabarovsk, current behavioral patterns, levels of awareness, and the degree of practical application of acquired knowledge are identifi Factors hindering the adoption of health-preserving practices-such as distrust of information, low motivation, and limited accessibility of preventive programs-are also revealed. The article concludes with the need to develop a regional information and communication policy in the fi of public health aimed at expanding reliable health information channels, increasing public awareness, and fostering a sustainable culture of health-preserving behavior. The fi can be used in the development and refi of regional programs for disease prevention and health promotion.