Background Effective risk communication is one of the critical strategies in the response to COVID-19. This study examined risk perceptions and attitudinal responses to COVID-19 among the educated section of the society in Ethiopia. Methods An internet-based survey was conducted from April 22 to May 04, 2020, in Ethiopia. A questionnaire addressing the perception of health threat-combination of perceived vulnerability (PV) and perceived seriousness (PS), and perceived efficacy-combinations of perceived response efficacy (PRE), perceived self-efficacy (PSE), and perceived collective efficacy (PCE). The data were analyzed using SPSS 21.0. Descriptive statistics were computed after the standardization of the scores. The scores for overall efficacy and threat were split by median value and response classifications were generated through threat by efficacy interactions. For statistical significance, 95% CI and p-value < 0.05 were used. Results A total of 929 respondents submitted their responses. Eight hundred and twenty-eight (89.1%) of the respondents were male and 753 (81.1%) were Christian. The perceived threat to COVID-19 was generally low (median = 58.3). The median score for overall efficacy, PRE, and PSE were 79.8, 87.5, and 80.0, respectively. However, the median value (66.7) for PCE was relatively low. Perceived threat significantly varied by age, education, occupation, and place of residence (p < 0.05). Perceived efficacy significantly differed by gender, residence, and use of some sources of information (p < 0.05). In terms of response to COVID-19, 290 (31.2%), 239 (25.7%), 175 (18.8%) and 225 (24.2%) of the respondents were in the responsive, pro-active, avoidant, and indifferent attitudinal categories, respectively. The avoidant and indifferent groups constituted a fear control response (mal-adaptive motivation towards COVID-19 protective behavior) whereas responsive and pro-active categories formed a danger control response (self-protective motivation). These responses varied significantly by residence, region, religion, and sources of information (p < 0.05). Conclusions Understanding people’s perceived health threat and efficacy is a critical step toward creating risk communication campaigns. Hence, this study provided an insight that has the potential to inform the COVID-19 risk communication campaigns targeting the educated section of the society, by ensuring a balanced combination of threat appeals and efficacy messages for improved self-protective responses.

Background The world is being challenged by the COVID-19 outbreak that resulted in a universal concern and economic hardship. It is a leading public health emergency across the globe in general and developing countries in particular. Strengthening good preventive behavior is the best way to tackle such pandemics. Objective The study assessed preventive behavior and associated factors towards COVID-19 among residents of Qellam Wallaga Zone, Oromia Region, Ethiopia, 2020. Methods A community-based cross-sectional study was conducted with a multistage sampling technique. Data were collected by interview and analyzed using SPSS version 23.0. Binomial logistic regression was used to test the association between the variables. An Adjusted Prevalence with 95% CI was used to express the associations and interpret the findings. Results Among 634 participants, 417(65.8%) were from urban residences, and 347 (54.7%) belongs to a female. Age ranges 18 years through 87 years. Only 68(10.7%) participants showed good preventive behavior for COVID-19. The majority of them (84.7%) perceived that the disease is very dangerous and 450(71.0%) of them believe that they are at high risk. More than 17% of the respondents have sufficient knowledge. Respondents with sufficient knowledge about COVID-19 were about 2 times more likely to exercise good preventive behavior compare to those with insufficient knowledge, [(APR: 2.1; 95% CI: [1.2, 3.9)]. The urban residents was 3.3 more than that of rural residents to practice good preventive behavior, [(APR: 3.3; 95% CI: [1.6, 6.4)]. Respondents who use social media as a source of information were more than 2 times more likely to have good preventive behavior compared to those who did not, [(APR: 2.3; 95% CI: [1.3, 3.4)]. Conclusion Adoptions of COVID-19 preventive behavior in the study population is very low. Due emphasis should be given to rural residents. Risk communication activities should be strengthened through effective community engagement to slow down and stop the transmssion of the disease in the community.