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Factors Influencing the Purchase of Face Masks in the USA During the COVID-19 Pandemic

Received: 17 May 2022     Accepted: 8 June 2022     Published: 20 June 2022
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Abstract

COVID-19, one of the most challenging unprecedented global pandemics of human history, has changed people's work life and social life tremendously. Wearing a face mask is one of the most visible habits that people had to adapt to reduce the transmission of the Coronavirus. The primary purpose of this study was to investigate the impact of respondents' socio-demographic factors and working place on their face mask purchasing behavior during the COVID-19 pandemic in the USA. Secondary cross-sectional data were used in this study. An online survey administered on social media (between 20-30 March 2020) was used to collect data from adult research participants that reside in the United States through Qualtrics. From total of 6602 data, after deducting the missing values, 4949 data were used in this study for further analysis. The binary logistic regression model was used to conduct the study. The study found gender, age, education, and workplace as significant factors that influence people's face mask purchasing behavior. In addition, college education, gender, and workplace are positively associated with face mask purchase. Conversely, young age is negatively associated with respondents' face mask purchases. Though the study has limitations in the case of data representation and uses only a few variables, its findings provide some critical insights to the marketers to restructure their market segmentation. Besides, results could offer essential understandings to the relevant stakeholders, who are working to ensure face cover by people to reduce transmission of Coronavirus.

Published in Psychology and Behavioral Sciences (Volume 11, Issue 3)
DOI 10.11648/j.pbs.20221103.13
Page(s) 86-91
Creative Commons

This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.

Copyright

Copyright © The Author(s), 2022. Published by Science Publishing Group

Keywords

Facemask, COVID-19 Pandemic, Purchasing Behavior

References
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[5] Knotek, E. S., Schoenle, R. S., Dietrich, A. M., Müller, G. J., Myrseth, K. O. R. & Weber, M. 2020, "Consumers and COVID-19: Survey Results on Mask-Wearing Behaviors and Beliefs", Economic commentary (Cleveland), no. 2020-20, pp. 1-7.
[6] Gutierrez, M. 2020. Anti-vaccine activists, mask opponents target public health officials—at their homes. Los Angeles Times. URL: https://www.latimes.com/california/story/2020-06-18/anti-mask-protesters-target-county-health-officers. [Accessed on January 11 2021].
[7] Moran, K. R. & Del Valle, S. Y. 2016, "A Meta-Analysis of the Association between Gender and Protective Behaviors in Response to Respiratory Epidemics and Pandemics", PloS one, vol. 11, no. 10, pp. e0164541-e0164541.
[8] Pew Research Center, 2020. Republicans, democrats move even further apart in coronavirus concerns. URL- https://www.pewresearch.org/politics/2020/06/25/republicans-democrats-move-even-further-apart-in-coronavirus-concerns/ [Accessed on January 11, 2021].
[9] Goldberg, M. H., Gustafson, A., Maibach, E. W., Ballew, M. T., Bergquist, P., Kotcher, J. E., Marlon, J. R., Rosenthal, S. A. & Leiserowitz, A. 2020, "Mask-Wearing Increased After a Government Recommendation: A Natural Experiment in the U.S. During the COVID-19 Pandemic", Frontiers in communication, vol. 5.
[10] Scheid, J. L., Lupien, S. P., Ford, G. S. & West, S. L. 2020, "Commentary: Physiological and Psychological Impact of Face Mask Usage during the COVID-19 Pandemic", International Journal of environmental research and public health, vol. 17, no. 18, pp. 6655.
[11] Haischer, M. H., Beilfuss, R., Hart, M. R., Opielinski, L., Wrucke, D., Zirgaitis, G., Uhrich, T. D. & Hunter, S. K. 2020, "Who is wearing a mask? Gender-, age-, and location-related differences during the COVID-19 pandemic. (Research Article)", PloS one, vol. 15, no. 10, pp. e0240785-e0240785.
[12] Wang, J., Pan, L., Tang, S., Ji, J. S. & Shi, X. 2020, "Mask use during COVID-19: A risk-adjusted strategy", Environmental pollution (1987), vol. 266, no. Pt 1, pp. 115099-115099.
[13] Sunjaya, A. P. & Jenkins, C. 2020, "Rationale for universal face masks in public against COVID-19", Respirology (Carlton, Vic.), vol. 25, no. 7, pp. 678-679.
[14] Tang, C. S. K. and Wong, C. Y., 2004. Factors influencing the wearing of facemasks to prevent the severe acute respiratory syndrome among adult Chinese in Hong Kong. Preventive medicine, 39 (6), pp. 1187-1193.
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[17] World Health Organization (WHO), 2020. Mask use in the context of COVID-19. URL- https://www.who.int/publications/i/item/advice-on-the-use-of-masks-in-the-community-during-home-care-and-in-healthcare-settings-in-the-context-of-the-novel-coronavirus-(2019-ncov)-outbreak. [ Accessed on January 12, 2021].
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Cite This Article
  • APA Style

    Sauda Afrin Anny, Rezoyana Kabir Rasha, Fatema Sarker. (2022). Factors Influencing the Purchase of Face Masks in the USA During the COVID-19 Pandemic. Psychology and Behavioral Sciences, 11(3), 86-91. https://doi.org/10.11648/j.pbs.20221103.13

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    ACS Style

    Sauda Afrin Anny; Rezoyana Kabir Rasha; Fatema Sarker. Factors Influencing the Purchase of Face Masks in the USA During the COVID-19 Pandemic. Psychol. Behav. Sci. 2022, 11(3), 86-91. doi: 10.11648/j.pbs.20221103.13

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    AMA Style

    Sauda Afrin Anny, Rezoyana Kabir Rasha, Fatema Sarker. Factors Influencing the Purchase of Face Masks in the USA During the COVID-19 Pandemic. Psychol Behav Sci. 2022;11(3):86-91. doi: 10.11648/j.pbs.20221103.13

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  • @article{10.11648/j.pbs.20221103.13,
      author = {Sauda Afrin Anny and Rezoyana Kabir Rasha and Fatema Sarker},
      title = {Factors Influencing the Purchase of Face Masks in the USA During the COVID-19 Pandemic},
      journal = {Psychology and Behavioral Sciences},
      volume = {11},
      number = {3},
      pages = {86-91},
      doi = {10.11648/j.pbs.20221103.13},
      url = {https://doi.org/10.11648/j.pbs.20221103.13},
      eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.pbs.20221103.13},
      abstract = {COVID-19, one of the most challenging unprecedented global pandemics of human history, has changed people's work life and social life tremendously. Wearing a face mask is one of the most visible habits that people had to adapt to reduce the transmission of the Coronavirus. The primary purpose of this study was to investigate the impact of respondents' socio-demographic factors and working place on their face mask purchasing behavior during the COVID-19 pandemic in the USA. Secondary cross-sectional data were used in this study. An online survey administered on social media (between 20-30 March 2020) was used to collect data from adult research participants that reside in the United States through Qualtrics. From total of 6602 data, after deducting the missing values, 4949 data were used in this study for further analysis. The binary logistic regression model was used to conduct the study. The study found gender, age, education, and workplace as significant factors that influence people's face mask purchasing behavior. In addition, college education, gender, and workplace are positively associated with face mask purchase. Conversely, young age is negatively associated with respondents' face mask purchases. Though the study has limitations in the case of data representation and uses only a few variables, its findings provide some critical insights to the marketers to restructure their market segmentation. Besides, results could offer essential understandings to the relevant stakeholders, who are working to ensure face cover by people to reduce transmission of Coronavirus.},
     year = {2022}
    }
    

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  • TY  - JOUR
    T1  - Factors Influencing the Purchase of Face Masks in the USA During the COVID-19 Pandemic
    AU  - Sauda Afrin Anny
    AU  - Rezoyana Kabir Rasha
    AU  - Fatema Sarker
    Y1  - 2022/06/20
    PY  - 2022
    N1  - https://doi.org/10.11648/j.pbs.20221103.13
    DO  - 10.11648/j.pbs.20221103.13
    T2  - Psychology and Behavioral Sciences
    JF  - Psychology and Behavioral Sciences
    JO  - Psychology and Behavioral Sciences
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    EP  - 91
    PB  - Science Publishing Group
    SN  - 2328-7845
    UR  - https://doi.org/10.11648/j.pbs.20221103.13
    AB  - COVID-19, one of the most challenging unprecedented global pandemics of human history, has changed people's work life and social life tremendously. Wearing a face mask is one of the most visible habits that people had to adapt to reduce the transmission of the Coronavirus. The primary purpose of this study was to investigate the impact of respondents' socio-demographic factors and working place on their face mask purchasing behavior during the COVID-19 pandemic in the USA. Secondary cross-sectional data were used in this study. An online survey administered on social media (between 20-30 March 2020) was used to collect data from adult research participants that reside in the United States through Qualtrics. From total of 6602 data, after deducting the missing values, 4949 data were used in this study for further analysis. The binary logistic regression model was used to conduct the study. The study found gender, age, education, and workplace as significant factors that influence people's face mask purchasing behavior. In addition, college education, gender, and workplace are positively associated with face mask purchase. Conversely, young age is negatively associated with respondents' face mask purchases. Though the study has limitations in the case of data representation and uses only a few variables, its findings provide some critical insights to the marketers to restructure their market segmentation. Besides, results could offer essential understandings to the relevant stakeholders, who are working to ensure face cover by people to reduce transmission of Coronavirus.
    VL  - 11
    IS  - 3
    ER  - 

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Author Information
  • Department of Agribusiness and Marketing, Sher-e-Bangla Agricultural University, Dhaka, Bangladesh

  • Department of Agricultural Economics, Sher-e-Bangla Agricultural University, Dhaka, Bangladesh

  • Department of Development and Poverty Studies, Sher-e-Bangla Agricultural University, Dhaka, Bangladesh

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