Consumer risk perception and behavior change intentions

Abstract

This manuscript addresses behavior change intentions and consumer risk perceptions in the context of uncertainty and crisis such as the Covid-19 pandemic. Based on the theory of planned behavior and health behavior theories, a conceptual framework is developed that focuses on the role of attitudes toward the Covid-19 pandemic, their determinants in the context of the public campaign conducted, and the resulting behavior change intentions. The empirical study, based on an actual campaign and a representative nationwide sample in a developing country, is conducted to test the developed hypotheses. The results suggest that information search is relevant to predicting attitudes and intention to change behavior. At the same time, exposure to the campaign is directly relevant to motivating the target audience to change their behavior. There is also a gap between attitude and behavior, but it is bridged by perceived risk, which plays a vital moderating role when rated high or low. Finally, in the presence of this moderating effect, an indirect effect of information search on behavior change intention is confirmed by attitudes toward the Covid-19 pandemic. Overall, this study provides valuable insights for research in health behavior and crisis management.