Mid Sweden University

Early in the Covid-19 pandemic, many nations responded by imposing lockdowns and restrictions, while Sweden took a less invasive approach based on recommendations. This approach is largely dependent on willingness to adhere, and on individual motivations for prosocial behaviour. Aim: The aim of this study was to explore motivations for adherence, or non-adherence, to Covid-19 recommendations in Sweden. Method: A qualitative study design was used with semi-structured interviews of eight respondents, between the ages of 26 and 45, living and working in Stockholm. The interviews were performed via online platforms and examined through content analysis. Results: The content analysis resulted in two themes based on six categories; (i) Social shaming and appearing prosocial, (ii) Embodying new reality to return to normal, (iii) Lack of punishment for not adhering, (iv) Creating safe spaces and finding ways around the system, (v) Negotiating which recommendations to follow, and (vi) Reduced adherence over time. Conclusion: Prosocial behaviour in terms of adherence to recommendations can be seen as an act of refraining from daily comforts, for the benefit of others, and at the cost of own wellbeing. Motivations to do so related to a wish to regain normality for one-self, family and friends, but also to the social shaming of breaking the norm. Non-adherence was motivated by being able to make good judgements, and by a perceived lack of punishment for non-adherence. Self-preservation of own mental health was another motivation, and social shaming for non-adherence was avoided by adapting a behaviour of appearing prosocial, and breaking recommendations in safe spaces.