The Spaniard has scored just five goals this season and has been linked with an exit this month.
But Zola has assured fans that the goals “will come” from Morata.
“Mainly it’s confidence. I’ve been a striker myself and when you get into these loops where you’re looking for the goal all the time and it doesn’t come, you lose confidence.
“The less confidence you get the less you’re going to score. It’s one of those things that happens frequently with all players.
“Alvaro has to understand for us it’s important when he scores, but also when he comes and plays and does all the things important for the club. The goal has to be only a consequence of what you do for the team. The way we play always helps the front players to score. But, you have to keep working for the team to participate to the process. The goal will come.”