Consumer risk perception and behavior change intentions

This manuscript addresses behavior change intentions and consumer risk perceptions in the context of uncertainty crisis such as Covid-19 pandemic. Based on theory planned health theories, a conceptual framework is developed that focuses role attitudes toward pandemic, their determinants public campaign conducted, resulting intentions. The empirical study, based an actual representative nationwide sample developing country, conducted to test hypotheses. results suggest information search relevant predicting intention behavior. At same time, exposure directly motivating target audience There also gap between attitude behavior, but it bridged by perceived risk, which plays vital moderating when rated high or low. Finally, presence this effect, indirect effect confirmed Overall, study provides valuable insights for research management.