Combining rationality with morality – integrating theory of planned behavior with norm activation theory to explain compliance with COVID-19 prevention guidelines

As COVID-19 cases surge around the world, public health authorities are looking for effective strategies to influence individuals to follow COVID-19 prevention guidelines. However, limited empirical research was conducted to identify the factors behind individuals' compliance with COVID-19 prevention guidelines. This research proposed an integrated model based on the theory of planned behavior and norm activation theory to explain compliance towards COVID-19 prevention guidelines. Data from a survey of 652 individuals were used to test the proposed integrated model. Results showed that three factors: personal norms, attitude towards compliance- behavior, and perceived behavior control, directly influence compliance with COVID-19 prevention guidelines. Awareness of the risk of the COVID-19 pandemic and feelings of responsibility in the COVID-19 fight drives social and moral obligations, respectively, and also influences compliance behavior. The findings of this study not only contribute to theory development in health compliance behavior but also provide practical guidance to health authorities and policymakers on how to enhance compliance behavior with COVID-19 prevention measures.