Environmental progress accelerates when the public demands change. But when the threat is invisible—like fine particulate matter (PM2.5), more than 100 times thinner than a human hair—what shapes demand for environmental quality? This dissertation examines the complex relationship between how individuals perceive and respond to the hidden dangers of PM2.5. I study Indonesia, a country facing high pollution levels and a growing public call for cleaner air. Drawing on experimental and observational data, I highlight both the potential for change and the economic realities that constrain transformative action. The first chapter examines how residents of Indonesia's capital city of Jakarta learns about their demand for clean air through experiential learning. The second chapter documents the high levels of urban indoor air pollution in households and the structural barriers that limit their ability to protect themselves, particularly for lower-income households. The third chapter studies the impacts of Indonesia's agricultural fires—an economic necessity for many rural communities but also a major source of harmful air pollution—highlighting the tension between economic livelihood and environmental damages. Together, these chapters contribute to our understanding of how individuals and communities navigate environmental risk under economic and behavioral constraints. By identifying mismatches between beliefs, adaptation strategies, and actual health outcomes, this dissertation provides insights into the barriers to effective pollution mitigation and the role of policy in addressing these gaps.