Purchase intention toward sustainable masks after COVID-19: the moderating role of health concern

IF 2.3 4区 管理学 Q1 MATERIALS SCIENCE, TEXTILES
Sae Eun Lee, Seo Jeong Kim, Kyung Wha Oh, Kyu-Hye Lee
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引用次数: 2

Abstract

This study aimed to investigate consumers’ intentions to purchase sustainable masks to reduce the environmental pollution caused by disposable masks in the context of COVID-19. A research model was derived based on the Value-Belief-Norm theory and the Theory of Planned Behavior, and the moderating role of health concerns and environmental knowledge due to the COVID-19 pandemic were examined. Through a Korean online survey company, we collected data on sustainable masks from respondents aged from their 20 s to 50 s, living in the Korea, and a structural equation analysis was performed on the 337 valid samples. Environmental concerns and beliefs were found to have a positive impact on the purchase intention on sustainable masks. Although environmental knowledge played the role of a moderator, we found that the higher the health concern, the stronger the purchase intention. Based on these results, it is possible to derive a strategy to increase the purchase of sustainable masks and reduce the environmental pollution caused by disposable masks. A sales strategy should be implemented for groups with high health concern. In addition, since the subjective norm increases the purchase intention for sustainable masks, advertising that stimulates them will help reduce environmental pollution caused by disposal masks. In the future, it will be possible to help reduce environmental pollution not only during the COVID-19 pandemic, but also during other emerging pandemics.

COVID-19后可持续口罩的购买意愿:健康担忧的调节作用
本研究旨在调查消费者在新型冠状病毒肺炎背景下购买可持续口罩的意愿,以减少一次性口罩对环境的污染。基于价值-信念-规范理论和计划行为理论建立研究模型,考察新冠肺炎大流行对健康关注和环境知识的调节作用。通过韩国在线调查公司,我们收集了生活在韩国的20多岁至50多岁的受访者的可持续口罩数据,并对337个有效样本进行了结构方程分析。环境问题和信念对可持续口罩的购买意愿有积极影响。虽然环境知识起到了调节作用,但我们发现健康关注度越高,购买意愿越强。基于这些结果,可以推导出增加可持续口罩购买的策略,减少一次性口罩造成的环境污染。应针对高度关注健康的群体实施销售策略。此外,由于主观规范增加了对可持续口罩的购买意愿,刺激他们的广告将有助于减少处置口罩对环境的污染。未来,它不仅可以在COVID-19大流行期间帮助减少环境污染,还可以在其他新出现的大流行期间帮助减少环境污染。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
Fashion and Textiles
Fashion and Textiles Business, Management and Accounting-Marketing
CiteScore
4.40
自引率
4.20%
发文量
37
审稿时长
13 weeks
期刊介绍: Fashion and Textiles aims to advance knowledge and to seek new perspectives in the fashion and textiles industry worldwide. We welcome original research articles, reviews, case studies, book reviews and letters to the editor. The scope of the journal includes the following four technical research divisions: Textile Science and Technology: Textile Material Science and Technology; Dyeing and Finishing; Smart and Intelligent Textiles Clothing Science and Technology: Physiology of Clothing/Textile Products; Protective clothing ; Smart and Intelligent clothing; Sportswear; Mass customization ; Apparel manufacturing Economics of Clothing and Textiles/Fashion Business: Management of the Clothing and Textiles Industry; Merchandising; Retailing; Fashion Marketing; Consumer Behavior; Socio-psychology of Fashion Fashion Design and Cultural Study on Fashion: Aesthetic Aspects of Fashion Product or Design Process; Textiles/Clothing/Fashion Design; Fashion Trend; History of Fashion; Costume or Dress; Fashion Theory; Fashion journalism; Fashion exhibition.
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