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Consumers have been taking various preventive measures during COVID-19. We propose that people who take voluntary (vs. compulsory) preventive actions are better able to adapt to different aspects of life changes. In four studies, we demonstrate that voluntary preventive measures have a positive effect on consumers’ adaptation to work, social relationships, interest in hobbies, and other consumption aspects. Because voluntary behavior promotes autonomy, we also manipulate consumers’ autonomous motivation and find that feeling autonomous increases consumers’ intention to take prevention and pursue adaptation. Moreover, we manipulate consumer self-efficacy and find that it improves consumer safety behavior and adaptation.

The effect of voluntary versus compulsory preventive behavior on consumer adaptation during COVID-19