Understanding German Consumers’ Intention to Adopt COVID-19 Infection Prevention Measures: A Moral Decoupling Perspective

Abstract

Getting consumers to adopt infection prevention measures is important for society to overcome the coronavirus pandemic. This research adopts a moral decoupling perspective to examine how consumers in Germany respond to perceived transgressions of COVID-19 infection prevention regulations. Focusing on two nonpharmaceutical measures (mask wearing, social distancing) as well as a pharmaceutical one (vaccination), two empirical studies indicate that transgression relevance influences intention to adopt the measure (in parallel) through judgment of performance and judgment of morality. Type of transgression moderates the effect of transgression relevance on morality, but not on performance. In addition, effects weaken as a person’s fear of infection increases. Effects are robust, though, when controlling for moral decoupling and moral delegation (Study 1), and additionally for psychological reactance and political orientation (Study 2). Implications for research and practice evolve around new insights into how to get consumers to adopt infection prevention measures more effectively.