AMTP Proceedings 2026

Liz WangFollow

Document Type

Conference Proceeding

Publication Date

Spring 2026

Abstract

Trust is central to public health compliance, yet most social marketing models still focus on individual-level drivers such as attitudes and norms. This study examines institution-based trust (IBT) as a moderator of citizens’ intentions to comply with COVID-19 prevention guidelines within a TRA model, using online survey data from US, UK, Australia, and Taiwan collected during the pandemic. Results show that IBT moderates both the attitude–intention (ATT–BI) and subjective norm–intention (SN–BI) relationships and suggest that high- and low-IBT contexts activate different mechanisms—legitimacy-based versus self-protective routes—to compliance. The paper outlines research and managerial implications for social marketing theory and practice.Institution-Based Trust and COVID-19 Compliance Across Countries

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