Stigma, Misconceptions, and Emotional Avoidance as Psychosocial Barriers to Cancer Risk Perception Among Indian Tertiary Students: A Cross-Sectional Study

Background Cancer incidence is rising globally, with a particularly high burden in low- and middle-income countries. Psychosocial factors, including stigma, misconceptions, and emotional avoidance, can shape how individuals perceive their risk of cancer and engage in preventive behaviours. Research on these factors among young adults in India is limited. Objective To examine the association between cancer-related stigma, misconceptions, emotional avoidance, and cancer risk perception among tertiary students in Punjab, India. Methods A cross sectional survey was conducted with 601 tertiary students from six districts of Punjab. Data were collected using a structured questionnaire specifically designed to measure cancer risk perception and three psychosocial constructs: stigma, misconceptions, and emotional avoidance. Sociodemographic information, including gender, financial status, and family history of cancer, was also collected. Data were analysed using descriptive statistics, independent-samples t tests, one-way analysis of variance, and multiple linear regression in IBM SPSS Statistics version 26. Results The regression model was statistically significant and explained 23.8 percent of the variance in cancer risk perception (adjusted R² = 0.238, p < 0.001). Stigma (β = −0.168, p = 0.001), misconceptions (β = −0.141, p < 0.001), and emotional avoidance (β = −0.203, p < 0.001) were negatively associated with cancer risk perception. Female gender (β = 0.102, p = 0.003) and family history of cancer (β = 0.076, p = 0.039) were positively associated with perceived risk. Conclusion Psychosocial barriers significantly influence how tertiary students perceive their risk of cancer. Interventions that address stigma, misconceptions, and emotional avoidance may enhance risk awareness and support preventive behaviours among young adults.