Objective: The COVID-19 pandemic is a continuing global threat. This study examined the effect of habit on the motivational aspects of COVID-19 preventive behaviors using a dual-motivation model, which hypothesizes that intentional and reactive motivations determine behavior. This study assumes that habit influences behaviors through the antecedents of the model and the interaction effects of intentional motivation × habit and reactive motivation × habit.
Design: This study conducted a longitudinal survey of 300 Japanese participants to predict preventive behaviors two weeks after the first survey. Moreover, it measured past and future COVID-19 self-reported preventive behaviors, attitudes, behavioral intentions, behavioral willingness, subjective and descriptive norms, self-efficacy, behavioral controls, and habits.
Results: The results showed the interaction effects of behavioral intention × habit and behavioral willingness × habit on preventive behaviors in addition to the effect of past behavior. The stronger the effect of habit, the stronger is the effect of behavioral intention and the weaker the effect of behavioral willingness.
Conclusion: The habituation of preventive behaviors strengthens the behavioral intention-behavior consistency. This study suggested that habit is an important factor for overcoming psychological barriers and for establishing preventive behaviors in daily life.
Keywords: COVID-19 preventive behaviors; behavioral intention; behavioral willingness; dual motivation; habit.
© 2022 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group.