Antecedents of individual safety behavior during the pandemic times

Abstract Background This study aims to measure the safety behavior of individuals’ during the pandemic of COVID-19 by integrating Health Belief Model (HBM) and behavioral theories i.e. Theory of Reasoned Action (TRA), Social Cognitive Theory (SCT) and Information-Motivation Behavioral Skills (IMB). Methods The research was conducted in education sector; data was collected from students and staff (teaching and nonteaching) of universities. Mono method was used with deductive approach. Data was collected from 780 respondents and analyzed using Smart PLS3. Results A scenario-based survey conducted online, and data was collected from 780 respondents to test the model. Data analysis was conducted by using SPSS and Smart PLS3.The results highlighted the factors that leads towards behavioral change during the pandemic times. The results highlighted the factors that leads towards behavioral change during pandemic times. Conclusions This study not only contributes into the existing literature on social marketing but also will bring the betterment in the society by measuring the safety behavior of individuals. This research may also help the health policy makers and contributes as communication guideline for individuals to follow safety behaviors which will limit the spread of COVID-19. Trial Registration: Not applicable