Hope, fear, and consumer behavioral change amid COVID‐19: Application of protection motivation theory

Using protection motivation theory (PMT), this study investigates the influence of cognitive assessment and affective response on customers' behavioral intention amid COVID-19 in the context of restaurants. More specifically, this research draws attention to (1) the influence of protection motivation (i.e., perceived vulnerability, perceived severity, maladaptive reward, response efficacy, self-efficacy, response cost) on hope and fear, (2) hope and fear as mediators between protection motivation and behavioral intention, and (3) diverse customer behavioral intentions that have emerged during the COVID-19 pandemic (i.e., health-focused behavior, conscious consumption, and the supporting of local businesses and products). A total of 473 completed responses were obtained through an online survey. Structural equation modeling (SEM) was employed to test the hypothesized relationships. The research model proposed in the study successfully explained the process in which individuals commit to hygienic behaviors, prioritize local restaurants, and engage in conscious consumption under the threat of COVID-19. The proposed model can be utilized in examining consumer behaviors in the hospitality industry, especially in the COVID-19 era.