The decision to sew: making face masks during the COVID-19 pandemic

Abstract

ABSTRACT The COVID-19 pandemic provides an opportunity to understand the motivations of individuals who sew face masks. This study uses an expanded Theory of Planned Behavior (TPB) model with data (n =  144) from a nationwide (United States) survey in late 2020. Data were analyzed with exploratory and confirmatory factor analysis, structural equation modelling, and multi-group comparison. Results indicated intention to sew face masks was predicted by subjective norm, perceived behaviour control, health consciousness, and fashion innovativeness. Making intention positively influenced individuals’ actual mask sewing behaviour. The relationship between making intention and actual behaviour is moderated by employment status and age.