In 2014, Chinese leaders declared “war against pollution,” leaving local governments with considerable anti-pollution mandates – and, often, with the blame for insufficient implementation. There is a lack of large-scale systematic analyses of citizens’ preferences for environmental protection by relevant government levels and the social structuration of such attitudes. This article aims first to assess associations between desire for local government to improve environmental protection, and socioeconomic status and air pollution; second, to identify indirect associations mediated by citizens’ awareness of pollution. The research was based on nationally representative survey data from 2014. Results show the lowest occupational class as less likely than higher classes to mention environmental protection when asked which local government services should increase, but as likely to express environmental risk awareness. Policymakers should consider mechanisms such as social protection, inclusion and environmental justice to enhance local environmental policy desire among lower classes and facilitate effective environmental governance.