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Can Protection Motivation Theory and Moral Licensing Explain Consumer Behaviour During the Covid-19 Pandemic?

Gjørv, Malin Albertsen; Andersen, Thea-Elise Stensrød
Master thesis
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2942014.pdf (2.837Mb)
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https://hdl.handle.net/11250/2825570
Utgivelsesdato
2021
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Samlinger
  • Master of Science [1823]
Sammendrag
This thesis addresses how protection motivation theory and moral licensing can

explain consumer behaviour in times of crisis, using the Covid-19 pandemic as a

context for the research. The results of 53 in-depth interviews illustrate that the

perceived threat of Covid-19 influences both threat and coping appraisal, and

consequently also licensing effects due to the sacrifices associated with protective

behaviours. The research provided interesting discoveries regarding the

significance of perceived Covid-19 threat and response costs on consumers’

motivation to engage in protective behaviours. Specifically, the findings

uncovered a great perceived threat manifested in spreading the virus. In fact, it

appeared that a common motivation for engaging in protective behaviours was to

protect vulnerable groups from infection. Further, it also appeared that consumers

willingly complied with the restrictions and recommendations despite the great

response costs. The research also investigated whether sacrifices associated with

protective behaviours triggered licensing effects among consumers. The results

uncovered situations where such sacrifices may provide consumers with a moral

license to engage in self-destructive behaviours. Similarly, the findings also

revealed that some of the respondents who sacrificed travel might gain a moral

license to engage in environmentally damaging behaviours. Consequently, the

findings from this research make an important contribution to understanding how

consumers react to threat and restrictions caused by responses to the Covid-19

pandemic, and may also be relevant in case of future hazards.
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Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2021
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