“…First, we use real sales data of air purifiers to measure the public's protective consumption behavior, which is an improvement over previous studies that used self-reported behavioral intentions (Wu et al, 2018 ), as there is often a gap between intentions and real behavior (ElHaffar et al, 2020 ; Park & Lin, 2020 ). Second, this paper uses a data-driven approach to obtain the network structure and relationships among protective consumption behaviors and their influencing factors, which avoids the possible subjective limitations of previous subjective diagnosis based on the expert knowledge (Yang et al, 2021 ). Third, existing studies generally focus on considering one aspect that influences protective consumption behavior, such as marketing strategies from a firm-side perspective (Stanciu et al, 2020 ; Untaru & Han, 2021 ), risk perception on the public side (Mehiriz & Gosselin, 2022 ), but the protective consumption behavior of the public in the real world is influenced by multiple factors (Awan & Raza, 2012 ), which are not independent of each other.…”