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Adherence to quarantine protocols to prevent the spread of COVID-19: the mediating effect of intrinsic and extrinsic motivations

Luz Suplico-Jeong (Marketing and Advertising Department, De La Salle University, Manila, Philippines)
Reynaldo Altillo Bautista Jr (Marketing and Advertising Department, De La Salle University, Manila, Philippines)
Nelson Borrega Guillen Jr (Marketing and Advertising Department, De La Salle University, Manila, Philippines)
Noel Sajid Murad (Marketing and Advertising Department, De La Salle University, Manila, Philippines)

Asian Education and Development Studies

ISSN: 2046-3162

Article publication date: 20 January 2021

Issue publication date: 3 March 2022

302

Abstract

Purpose

Iloilo province was singled out as a model province in the Philippines because of its ability to prevent the spread of COVID-19. This study aims to examine the factors that influenced Iloilo residents' adherence to quarantine protocols.

Design/methodology/approach

A total of 334 Iloilo residents joined the survey. Using the theory of planned behavior (TPB), the results suggest a significant impact of attitude on adherence to quarantine protocols, while subjective norm, self-efficacy and controllability were not significant.

Findings

This study suggests that attitude predicts adherence to quarantine protocols. Further, the results showed that intrinsic motivation mediated the relationship between (1) attitude and adherence to quarantine protocols and (2) subjective norm and adherence to quarantine protocols. This implies that intrinsic motivation such as staying alive can encourage a resident to adhere to quarantine protocols.

Research limitations/implications

Subsequent research should also consider how to mitigate the effects of similar public health crises in the future.

Practical implications

The study implies that intrinsic motivation such as staying alive can encourage a resident to follow quarantine protocol given this pandemic.

Social implications

Health campaigns can lead to a more favorable attitude toward quarantine protocols adherence. Given the value of subjective norm, campaigns can also frame quarantine protocols adherence as socially responsible behavior. This can be used to target provinces with the highest risk of infection within the population. These insights can be used by local government units (LGUs), media and other stakeholders to encourage residents to adhere to quarantine protocols.

Originality/value

This study provides insights that can be used by the LGUs, media and other stakeholders to encourage residents to follow quarantine protocols.

Keywords

Citation

Suplico-Jeong, L., Bautista Jr, R.A., Guillen Jr, N.B. and Murad, N.S. (2022), "Adherence to quarantine protocols to prevent the spread of COVID-19: the mediating effect of intrinsic and extrinsic motivations", Asian Education and Development Studies, Vol. 11 No. 2, pp. 366-379. https://doi.org/10.1108/AEDS-05-2020-0122

Publisher

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Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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