Building on the Relational Motivation Theory, the present research argues that relational motivations (RM) underlie both the regulation and the moral judgment of socially (un)responsive Covid-19 behaviors (e.g., physical distancing) and links these two via moral identity. We hypothesize that different types of socially unresponsive behaviors are judged morally wrong through perceptions of RM violations and that a stronger concern for unity predicts the extent to which individuals self-report to perform socially responsive Covid-19 behaviors. Additionally, the role of moral identity as an individual-level moderator variable linking perceptions about RM violation to the practice of Covid-19 responsible behaviors is explored. The results support the predictions with data collected from participants living in Turkey and the USA. In both cultures, socially unresponsive Covid-19 behaviors of others were judged morally wrong through RMs, plus individuals’ general concern for unity predicted their self-reported socially responsive Covid-19 behaviors. Additionally, for the sample from Turkey, results revealed that the general concern for unity was positively associated with self-reported tendencies to perform Covid-19 socially responsive behaviors only among individuals with a low or moderate moral identity, but not when moral identity was high.
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