The influence of descriptive norms on non-compliance with public health measures during the COVID-19 pandemic

Abstract Aim The aim of this study is to analyse to which extent descriptive norms from personal networks and the general population, as well as personal norms, influence non-compliance during public health crises like the COVID-19 pandemic. Further we argue that descriptive norms exert a stronger effect when the reference group is one’s social network rather than the general population. Subject and methods The behaviour investigated is vaccination certificate falsification and breaking the norm of self-isolation while experiencing COVID-19 symptoms. Subjects from 26 European countries were interviewed via an online survey ( N = 1,006). For analysis we used multiple logistic regression. Results Our results show that the likelihood of non-compliance increases with weak descriptive norms. An individual is also more likely to engage in non-compliance when possessing low personal norms. Only limited evidence was found for our expectation that descriptive norms within personal networks have a greater influence on individual behaviour compared to those of the general population. We also found no evidence suggesting an interaction effect between personal norms and descriptive norms. Conclusion Although descriptive norms from the social network do not have a stronger effect, descriptive norms related to both the personal network and the general population play a major role in influencing non-compliance and should therefore be considered when planning public health measures.