Widespread public awareness is needed to address health disparities and push for effective and equitable solutions. However, in a high choice media environment, this can only be achieved to the extent that people opt to consume disparity messaging. Drawing on theories of selective exposure, the present research uses a pre-registered online study conducted with U.S. adult participants to examine identity-based predictors of choice exposure to a racial disparity message about the health consequences of air pollution. Findings indicate that racial identity and environmental justice awareness are key predictors of disparity message selection, likely motivated by information utility and a bias toward congenial information. Altogether, results underscore the difficulty of raising awareness of disparities beyond impacted or already well-informed groups and highlight the need to examine more creative messaging strategies in order to broaden public awareness.