Encouraging Pro-Social Behaviours Through Feelings of Responsibility: Investigating factors influential to the behaviour of low-risk individuals during the COVID-19 response in Ireland

Abstract: This research examined the experiences of 12 low-risk individuals to identify factors influential to their behaviours during the COVID-19 pandemic in Ireland. The method used a semi-structured format of interviews conducted over June 2021. The study found that participants held a subscription like mentality towards adopted protective behaviours which focused on the protection of loved ones. Behaviours were driven by a strong ascription of responsibility which was empowered by considerations for subjective and social norms. COVID-19 messaging was recognised as an influential factor in developing such pro-social values empowering healthy behaviours and for increasing risk awareness through risk coverage and framing. Yet, factors such as the repetitive format of messaging from the HSE COVID-19 Campaign and poor public engagement reduced confidence leading some participants to grow dissatisfied with the response. While less compliant with restrictions participant still maintained their protective behaviours encouraged by strong feelings of responsibility towards others indicating a strong subscription mentality. This study highlights the importance of responsibility and normative beliefs in motivating the adoption of healthy behaviours among low-risk groups. Yet, also reiterates the importance of maintaining positive and engaged communication with the public to maintain compliance and risk reductive behavioural practices.