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Mask wearing as a prosocial consumption behaviour during the COVID-19 pandemic: an application of the theory of reasoned action
Ackermann, C-L. Sun, H. Teichert, T. Tercia, C.
Ackermann, C-L.
Sun, H.
Teichert, T.
Tercia, C.
Publication Date
2021
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© 2021 Westburn Publishers Ltd. This is an Author's Original Manuscript of an article published by Taylor & Francis in Journal of Marketing Management on 6 Dec 2021 available online at https://doi.org/10.1080/0267257X.2021.2005665.
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openAccess
Accepted for publication
20/10/2021
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Abstract
This study adopts a theory of reasoned action approach to understand consumers’ mask wearing when shopping in the context of the COVID-19 pandemic. We investigated mask wearing while shopping as a prosocial consumption behaviour whereby self-oriented benefits and others-oriented benefits are added as proposed drivers of attitudes and perceived social norms. Empirical evidence from a survey in France and Germany confirms a strong effect of social norms on mask-wearing intentions. Moreover, altruistic benefits predict mask-wearing intentions, with attitude and subjective norms as mediators. In contrast, self-expression benefits of mask wearing only influence perceived social norms and not attitudes; this effect differs between the countries. Our findings guide scholars, policy makers and practitioners to steer consumers’ mask wearing as a prosocial behaviour.
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Accepted manuscript
Citation
Ackermann C-L, Sun H, Teichert T et al (2021) Mask wearing as a prosocial consumption behaviour during the COVID-19 pandemic: an application of the theory of reasoned action. Journal of Marketing Management. 37(17-18): 1840-1865.
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Article