Mass behaviour change amid COVID-19: How public health information and social norms explain the transformation

COVID-19 is a severe and ongoing threat globally, with the spread disrupting lives and society. Despite the developments of vaccines, the key measure to reduce the transmission of variants has stemmed from mass changes to personal behaviours. COVID-19 pandemic offers a unique context, where the prot...

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Bibliographic Details
Published in:Health marketing quarterly Vol. 40; no. 4; pp. 352 - 374
Main Authors: Carlini, Joan, Fry, Marie-Louise, Grace, Debra, Fox, Melissa, Zimmerman, Peta-Anne
Format: Journal Article
Language:English
Published: England Routledge 02.10.2023
Subjects:
Health consumer behaviour
health information
heightened preventive behaviour
preventive behaviour
public health orders
social norms
Health consumer behaviour
health information
social norms
heightened preventive behaviour
preventive behaviour
public health orders
ISSN:0735-9683, 1545-0864, 1545-0864
Online Access:Get full text
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Summary:COVID-19 is a severe and ongoing threat globally, with the spread disrupting lives and society. Despite the developments of vaccines, the key measure to reduce the transmission of variants has stemmed from mass changes to personal behaviours. COVID-19 pandemic offers a unique context, where the protection behaviours enacted by an individual are necessary to keep the community safe. A social psychological perspective can be used to understand the reasons for adherence to policies and determine what other factors can shape preventive behaviours. To resolve this, in partnership with health consumers we use an online survey, with the findings substantiating preventive behaviours are positively related to COVID-19 information access and descriptive norms. Additionally, findings demonstrate the mediating role of injunctive norms on preventive behaviour suggesting that policy makers can influence decision-making by promoting health information that provides guidance on acceptable behaviours, but also demonstrates subsequent success. The integrity of the model is substantiated by partial least squares (PLS) testing.
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ISSN:0735-9683
1545-0864
1545-0864
DOI:10.1080/07359683.2022.2160854