COVID-19 information: Does political affiliation impact consumer perceptions of trust in the source and intent to comply?

Abstract

The challenge of shifting consumer behaviors toward trusting and adhering to COVID-19 public health guidelines was exacerbated by a divisive political environment in the USA. The source credibility of the public health information became a topic of debate. To understand how trust in the major sources of public health information impacts public health guideline adherence, and whether political affiliation affected this relationship, two studies were conducted. Results indicated that political affiliation mediated the relationship between source trust and public health behavior adherence. These findings provide insight into the complexity of messaging and adherence to public health messages during a time of crisis.

Keywords:

• Consumer behavior
• COVID
• intent to comply
• vaccination
• disease mitigation