Mask wearing as a prosocial consumption behaviour during the COVID-19 pandemic: an application of the theory of reasoned action

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2021Keyword
COVID-19 pandemicTheory of reasoned action
Altruistic benefits
Self-expression benefits
Prosocial behaviour
Face masks
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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.Peer-Reviewed
YesOpen Access status
openAccessAccepted for publication
20/10/2021
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Show full item recordAbstract
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.Version
Accepted manuscriptCitation
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.Link to Version of Record
https://doi.org/10.1080/0267257X.2021.2005665Type
Articleae974a485f413a2113503eed53cd6c53
https://doi.org/10.1080/0267257X.2021.2005665