This research examines consumers\u27 compliance with behaviors that focus on preventing the spread of COVID‐19. Drawing on Protection Motivation Theory and research on efficacy, we find that, during a pandemic, consumers who have higher perceptions of response efficacy are less likely to engage in risky consumption behaviors (Study 1) and more likely to engage in protective consumption behaviors (Study 2). This effect is moderated by risk aversion, such that as risk aversion increases, COVID‐compliant behaviors increase even when consumers do not believe in their ability to effectuate change. Further, the relationship between response efficacy and COVID‐compliant behaviors is mediated by anticipated guilt. Importantly, these constructs are relevant beyond the COVID‐19 pandemic. As situations like drought, rising sea levels, and infectious diseases persist, consumers will continually be asked to sacrifice for their own wellbeing and the wellbeing of others. Thus, we discuss implications for policymakers
