Understanding German Consumers’ Intention to Adopt COVID-19 Infection Prevention Measures: A Moral Decoupling Perspective
从道德解耦视角，通过两项实证研究考察德国消费者对违反防疫规定行为的反应，发现违规相关性通过绩效判断和道德判断影响采纳意愿，违规类型调节对道德的影响，感染恐惧削弱效应。
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.