Prioritizing Protection by Face Masks during COVID-19: The Application of Customer Open Innovation

Abstract

This research investigated consumers’ purchase intention and preferences for face masks during the COVID-19 global pandemic. The Theory of Planned Behavior (TPB) was used as the theoretical framework. Empirical data (with 215 valid responses) were collected nationwide from the United States via Qualtrics Panel services. Exploratory factor analysis, confirmatory factor analysis, structural equation modeling, and multi-group comparison (chi-square difference) were used to estimate construct validity and test the proposed hypotheses and theoretical framework. Results indicated that consumers’ purchase intention towards face masks was predicted by consumers’ attitude towards functional attributes, subjective norm, and perceived behavior control. But, in contrast with previous research, purchase intention was not predicted by attitudes towards aesthetic attributes and attitude towards social attributes. Purchase intention positively influenced consumers’ actual purchase behavior towards face masks. Workplace association moderated the path from social attitudes to purchase intention. Based on these results, theoretical and practical implications are discussed.

Assessment of best-selling respirators and masks: Do we have acceptable respiratory protection for the next pandemic?

“…These factors can be readily translated to the public through the scientific community and were used due to the availability of data and may represent some of the important factors that consumers consider before purchasing respiratory protection. Consumers have expressed intent to purchase based on protection or comfort 5 .…”

“…Unfortunately, some of these practices continued even after NIOSH-approved respirators became available and the public continued to wear alternatives. Consumers are habitual in nature, regardless of the current need or requirement for respiratory protection 5 . If another airborne disease or SARS-CoV-2 variant emerges, consumers may resume their practice of wearing non–NIOSH-approved respirators.…”

“…Respiratory protection has become the norm of our society during the pandemic due to the serious health outcomes of COVID-19 transmission or the face covering mandates put in place by federal or local governments 15 , 16 . Liang, et al 5 surveyed U.S. consumers regarding face mask protection and found a significant attitude towards purchase due to comfort, fit, and protection. In addition, the study found that consumers want to be in control of their choice of purchase and are most likely to purchase previously acquired products.…”

US Consumer Behavior during a Pandemic: Precautionary Measures and Compensatory Consumption

“…Research completed after the SARS and swine flu pandemics found that individuals with higher anxiety were more likely to use precautionary measures such as washing their hands and wearing masks [24][25][26]. Liang et al [27] investigated consumers' attitudes toward aesthetics, functional and social attributions, and subjective norms regarding purchase of face masks as a precautionary action during a pandemic. Results showed that participants' functional attributions and subjective norms were positively related to their intention to purchase face masks, but not aesthetics and social attributions.…”