Application of Motivation, Opportunity and Ability (MOA) model to COVID-19 preventive behaviours: A web-based survey

Abstract

Background: New variants of COVID-19 are emerging as part of the evolutionary cycle of the viruses. Therefore, a combination of positive behaviours is still endorsed to gain maximum protection from COVID-19. In this context, many behaviour-related models have been adopted to understand the behaviour dynamics of the disease. The MOA model is a well-known model used to understand consumer behaviour.Objectives: The aim of this study is to determine the motivation, opportunity and ability to perform key positive COVID-19 preventive behaviours among a sample of internet users to help to get an insight into future behavioural interventions in Sri Lanka.Methods: An online descriptive cross-sectional survey was conducted through the HPBSL official Viber channel to assess nine selected behaviours’ (Handwashing, Cough Etiquette, Avoid touching the face, Wearing face masks, Surface cleaning, Keeping a 1m distance, Avoiding crowds, Avoiding ill, Self-isolation) motivation, opportunity and ability during December 2020 to January 2021. A ten-point unipolar Likert behaviour scale was developed for the three selected attributes (motivation, opportunity and ability). An unrestricted self-selected survey sampling method was followed.Results: Out of the invitations sent, 475 respondents answered the survey giving response rate of 88.4%. The motivation, opportunity and ability were high for mask-wearing out of the selected nine behaviours. Overall, females had higher motivation for the selected nine behaviours. Even though motivation and ability are higher for washing hands, the opportunities are low for washing hands. Similar motivation, opportunity and ability were seen for cough etiquette. Furthermore, higher education qualifications and increasing age had higher motivation, opportunity, and ability than lower education qualifications and younger age groups.Conclusions and recommendations: The MOA model provides a good insight into the practicality of COVID-19 preventive behaviours in the field. The findings of this study can be used to implement successful behaviour change programmes at the field level in the future.