Yes / 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. / Received support from central internationalization funds of Universität Hamburg.
| Identifer | oai:union.ndltd.org:BRADFORD/oai:bradscholars.brad.ac.uk:10454/18730 |
| Date | 02 January 2022 |
| Creators | Ackermann, C-L., Sun, H., Teichert, T., Tercia, C., Trivedi, Rohit |
| Source Sets | Bradford Scholars |
| Language | English |
| Detected Language | English |
| Type | Article, Accepted manuscript |
| Rights | © 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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