The effects of perceived social norms on handwashing behaviour in students

Abstract

Handwashing is widely considered the most effective method of preventing the spread of infectious illness. Exploring the determinants of handwashing is vital to the development of interventions to increase this behaviour. A survey based on Social Norms Theory assessed handwashing frequency and perceptions of peer handwashing in 255 university students. Participants reported their own handwashing frequency, and how often they thought their peers washed their hands in particular circumstances, to determine whether misperceptions around handwashing exist, and whether these influence the behaviour of individuals. Gender was found to be a significant determinant of handwashing frequency as females reported washing their hands significantly more often than males. Participants also believed they washed their hands significantly more frequently than their peers. Perceived peer handwashing frequency was significantly correlated with participants' own behaviour. This effect was seen in overall handwashing and in food, waste and illness-related hand washing. These results suggest perceived social norms around hand washing have a clear association with individual behaviour. Future research might test the effectiveness of a social norms intervention in other settings which carry an increased risk of infection spread.

Using social and behavioural science to support COVID-19 pandemic response

“…Although people are influenced by norms, their perceptions are often inaccurate 45 . For example, people can underestimate health-promoting behaviours (for example, hand washing 46 ) and overestimate unhealthy behaviors 47 .…”

An Empirical Study about the Intention to Hoard Food during COVID-19 Pandemic

“…Although people are influenced by perceptions of norms, their estimates of behavior are frequently inaccurate. For example, they underestimate health-promoting behaviors (e.g., handwashing (Dickie, Rasmussen, Cain, Williams, & MacKay, 2018)) and overestimate unhealthy behaviors. Changing behaviors by correcting misperceptions is likely better achieved by public messages reinforcing health-promoting norms (e.g., common engagement in social distancing and hand-washing) rather than highlighting extreme / uncommon behaviors (e.g., panic buying, young adults gathering).…”

A Critical Appraisal of the Social Norms Approach as an Interventional Strategy for Health-Related Behavior and Attitude Change

“…Conversely, there is evidence that individuals perceive that their peers are less likely to engage in positive health behaviors, and have less favorable attitudes, in comparison to their own beliefs and the actual reported norms amongst their social group. This has included handwashing and infection control behaviors ( Lapinski et al, 2013 ; Dickie et al, 2018 ), fruit and vegetable consumption ( Lally et al, 2011 ), use of condoms ( Scholly et al, 2005 ), attending HIV tests ( Perkins et al, 2018 ), and the use of sun protection ( Reid and Aiken, 2013 ). Fewer studies into the presence of misperceived or underestimations of social norms for positive health behaviors exist compared to studies investigating negative health behaviors, particularly alcohol use.…”