Title: Big dilemma in face mask consumption: environmental sensitivity versus the fear of COVID-19

Authors: Kenan Aydın; Seda Yıldırım; Ece Özer Çizer

Addresses: Department of Business Administration, Faculty of Economics, Administrative and Social Sciences, Gelisim University, Turkey ' Department of Business Administration, Faculty of Economics and Administrative Sciences, Tekirdağ Namık Kemal University, Turkey ' Department of Business Administration, Faculty of Economics and Administrative Sciences, Yıldız Technical University, Turkey

Abstract: The COVID-19 pandemic has created a significant transformation in the production and consumption of face masks. This study investigated the main indicators that affect attitude and intention toward reducing unnecessary face mask consumption during the COVID-19 pandemic. Accordingly, this study focused on exploring how environmental sensitivity, the fear of COVID-19, price sensitivity, and subjective norms influence mask consumption behaviour based on the theory of planned behaviour (TPB). The data was collected from Turkish citizens by survey method. As a result, it was seen that environmental sensitivity, price sensitivity, and subjective norms affected attitude and intention towards reducing unnecessary mask consumption positively. On the other side, it was determined that fear of COVID-19 increased face mask usage and affected attitude and intention towards reducing unnecessary mask consumption negatively.

Keywords: environmental sensitivity; fear of COVID-19; subjective norms; price sensitivity; face mask consumption.

DOI: 10.1504/IJGW.2023.129490

International Journal of Global Warming, 2023 Vol.29 No.3, pp.207 - 226

Received: 22 Dec 2021
Received in revised form: 10 May 2022
Accepted: 21 May 2022
Published online: 10 Mar 2023 *

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