IDEAS home Printed from https://ideas.repec.org/a/gam/jijerp/v19y2022i7p4268-d786064.html
   My bibliography  Save this article

Determinants and Willingness to Pay for Purchasing Mask against COVID-19: A Protection Motivation Theory Perspective

Author

Listed:
  • Qiying Ding

    (School of Economics and Management, Dongguan University of Technology, Dongguan 523808, China)

  • Shoufu Lin

    (School of Economics, Fujian Normal University, Fuzhou 350007, China)

  • Shanyong Wang

    (School of Public Affairs, University of Science and Technology of China, Hefei 230026, China)

Abstract

Currently, coronavirus disease 2019 (COVID-19) is spreading globally, which poses great challenges to the whole world and human beings. The aim of this research is to understand the determinants and residents’ willingness to pay (WTP) for purchasing masks against COVID-19 in China. On the basis of protection motivation theory and contingent value method, this research shows that most residents are willing to purchase masks against COVID-19. COVID-19 knowledge, perceived severity, perceived vulnerability, and response efficacy are positively and significantly associated with residents’ WTP and the WTP value. However, self-efficacy is only significantly associated with residents’ WTP while not with WTP value. Furthermore, compared with other residents, residents in Hubei province have a higher level of COVID-19 knowledge, perceived severity, perceived vulnerability, self-efficacy and response efficacy, and the WTP value is higher. The average value of residents’ WTP value for purchasing masks against COVID-19 in Hubei province is ¥120.92 ($18.73) per month during the epidemic, while it is ¥100.16 ($15.50) for other residents. In addition, the effects of demographic factors such as age, gender, income, etc., on residents’ WTP and WTP value have also been examined.

Suggested Citation

  • Qiying Ding & Shoufu Lin & Shanyong Wang, 2022. "Determinants and Willingness to Pay for Purchasing Mask against COVID-19: A Protection Motivation Theory Perspective," IJERPH, MDPI, vol. 19(7), pages 1-15, April.
    • Handle: RePEc:gam:jijerp:v:19:y:2022:i:7:p:4268-:d:786064
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/1660-4601/19/7/4268/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/1660-4601/19/7/4268/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Sun, Chuanwang & Zhu, Xiting, 2014. "Evaluating the public perceptions of nuclear power in China: Evidence from a contingent valuation survey," Energy Policy, Elsevier, vol. 69(C), pages 397-405.
    2. Aengus Collins & Marie-Valentine Florin & Ortwin Renn, 2020. "COVID-19 risk governance: drivers, responses and lessons to be learned," Journal of Risk Research, Taylor & Francis Journals, vol. 23(7-8), pages 1073-1082, August.
    3. Ian J. Bateman & Brett H. Day & Diane P. Dupont & Stavros Georgiou, 2009. "Procedural Invariance Testing of the One-and-One-Half-Bound Dichotomous Choice Elicitation Method," The Review of Economics and Statistics, MIT Press, vol. 91(4), pages 806-820, November.
    4. William A. Brock & Steven N. Durlauf, 2001. "Discrete Choice with Social Interactions," The Review of Economic Studies, Review of Economic Studies Ltd, vol. 68(2), pages 235-260.
    5. Armbrecht, John, 2014. "Use value of cultural experiences: A comparison of contingent valuation and travel cost," Tourism Management, Elsevier, vol. 42(C), pages 141-148.
    6. Gupta, Monika, 2016. "Willingness to pay for carbon tax: A study of Indian road passenger transport," Transport Policy, Elsevier, vol. 45(C), pages 46-54.
    7. Mark B. Stewart, 1983. "On Least Squares Estimation when the Dependent Variable is Grouped," The Review of Economic Studies, Review of Economic Studies Ltd, vol. 50(4), pages 737-753.
    8. He, Ke & Zhang, Junbiao & Zeng, Yangmei, 2020. "Households’ willingness to pay for energy utilization of crop straw in rural China：Based on an improved UTAUT model," Energy Policy, Elsevier, vol. 140(C).
    9. Shanyong Wang & Jin Fan & Dingtao Zhao & Shu Yang & Yuanguang Fu, 2016. "Predicting consumers’ intention to adopt hybrid electric vehicles: using an extended version of the theory of planned behavior model," Transportation, Springer, vol. 43(1), pages 123-143, January.
    10. Wang, Shanyong & Wang, Jing & Lin, Shoufu & Li, Jun, 2019. "Public perceptions and acceptance of nuclear energy in China: The role of public knowledge, perceived benefit, perceived risk and public engagement," Energy Policy, Elsevier, vol. 126(C), pages 352-360.
    11. Awad Mataria & Stéphane Luchini & Yousef Daoud & Jean-Paul Moatti, 2007. "Demand assessment and price-elasticity estimation of quality-improved primary health care in palestine: a contribution from the contingent valuation method," Health Economics, John Wiley & Sons, Ltd., vol. 16(10), pages 1051-1068.
    12. Ryan, Mandy & Scott, David A. & Donaldson, Cam, 2004. "Valuing health care using willingness to pay: a comparison of the payment card and dichotomous choice methods," Journal of Health Economics, Elsevier, vol. 23(2), pages 237-258, March.
    13. John W. Duffield & David A. Patterson, 1991. "Inference and Optimal Design for a Welfare Measure in Dichotomous Choice Contingent Valuation," Land Economics, University of Wisconsin Press, vol. 67(2), pages 225-239.
    14. Jamie M. Chen & Junzhou Zhang & Peter Nijkamp, 2016. "A regional analysis of willingness-to-pay in Asian cruise markets," Tourism Economics, , vol. 22(4), pages 809-824, August.
    15. Yu Wang & Shanyong Wang & Jing Wang & Jiuchang Wei & Chenglin Wang, 2020. "An empirical study of consumers’ intention to use ride-sharing services: using an extended technology acceptance model," Transportation, Springer, vol. 47(1), pages 397-415, February.
    16. Shanyong Wang & Jin Fan & Dingtao Zhao & Shu Yang & Yuanguang Fu, 2016. "Predicting consumers’ intention to adopt hybrid electric vehicles: using an extended version of the theory of planned behavior model," Transportation, Springer, vol. 43(1), pages 123-143, January.
    17. Seetaram, Neelu & Song, Haiyan & Ye, Shun & Page, Stephen, 2018. "Estimating willingness to pay air passenger duty," Annals of Tourism Research, Elsevier, vol. 72(C), pages 85-97.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Wang, Shanyong & Wang, Jing & Lin, Shoufu & Li, Jun, 2020. "How and when does information publicity affect public acceptance of nuclear energy?," Energy, Elsevier, vol. 198(C).
    2. Shah, Sayed Kifayat & Zhongjun, Tang & Sattar, Abdul & XinHao, Zhou, 2021. "Consumer's intention to purchase 5G: Do environmental awareness, environmental knowledge and health consciousness attitude matter?," Technology in Society, Elsevier, vol. 65(C).
    3. Adu-Gyamfi, Gibbson & Song, Huaming & Nketiah, Emmanuel & Obuobi, Bright & Adjei, Mavis & Cudjoe, Dan, 2022. "Determinants of adoption intention of battery swap technology for electric vehicles," Energy, Elsevier, vol. 251(C).
    4. Mashaal A. M. Saif & Nazimah Hussin & Maizaitulaidawati Md Husin & Ayed Alwadain & Ayon Chakraborty, 2022. "Determinants of the Intention to Adopt Digital-Only Banks in Malaysia: The Extension of Environmental Concern," Sustainability, MDPI, vol. 14(17), pages 1-32, September.
    5. Ying Sun & Biao Luo & Shanyong Wang & Wenpei Fang, 2021. "What you see is meaningful: Does green advertising change the intentions of consumers to purchase eco‐labeled products?," Business Strategy and the Environment, Wiley Blackwell, vol. 30(1), pages 694-704, January.
    6. Seetaram, Neelu & Song, Haiyan & Ye, Shun & Page, Stephen, 2018. "Estimating willingness to pay air passenger duty," Annals of Tourism Research, Elsevier, vol. 72(C), pages 85-97.
    7. Mosa Aseri & Zaid Ahmad Ansari, 2023. "Purchase Behaviour of Green Footwear in Saudi Arabia Using Theory of Planned Behaviour," Sustainability, MDPI, vol. 15(6), pages 1-17, March.
    8. Lan Gao & Feng Yang, 2023. "Do resource slack and green organizational climate moderate the relationships between institutional pressures and corporate environmental responsibility practices of SMEs in China?," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 25(11), pages 13495-13520, November.
    9. Wang, Xiao-Wu & Cao, Yu-Mei & Zhang, Ning, 2021. "The influences of incentive policy perceptions and consumer social attributes on battery electric vehicle purchase intentions," Energy Policy, Elsevier, vol. 151(C).
    10. Udit Chawla & Rajesh Mohnot & Varsha Mishra & Harsh Vikram Singh & Ayush Kumar Singh, 2023. "Factors Influencing Customer Preference and Adoption of Electric Vehicles in India: A Journey towards More Sustainable Transportation," Sustainability, MDPI, vol. 15(8), pages 1-15, April.
    11. Chang-Young Jeon & Hee-Won Yang, 2021. "The Impact of the COVID-19 Pandemic on Tourists’ WTP: Using the Contingent Valuation Method," IJERPH, MDPI, vol. 18(16), pages 1-14, August.
    12. Zhang, Lei & Tong, Hangyan & Liang, Yuqing & Qin, Quande, 2023. "Consumer purchase intention of new energy vehicles with an extended technology acceptance model: The role of attitudinal ambivalence," Transportation Research Part A: Policy and Practice, Elsevier, vol. 174(C).
    13. Zhihui Wang & Liangzhen Nie & Eila Jeronen & Lihua Xu & Meiai Chen, 2023. "Understanding the Environmentally Sustainable Behavior of Chinese University Students as Tourists: An Integrative Framework," IJERPH, MDPI, vol. 20(4), pages 1-17, February.
    14. Chun-Hsi Vivian Chen & Yu-Cheng Chen, 2021. "Assessment of Enhancing Employee Engagement in Energy-Saving Behavior at Workplace: An Empirical Study," Sustainability, MDPI, vol. 13(5), pages 1-18, February.
    15. Yu Wang & Shanyong Wang & Jing Wang & Jiuchang Wei & Chenglin Wang, 2020. "An empirical study of consumers’ intention to use ride-sharing services: using an extended technology acceptance model," Transportation, Springer, vol. 47(1), pages 397-415, February.
    16. Wei Zheng & Hongliang Qiu & Alastair M. Morrison, 2023. "Applying a Combination of SEM and fsQCA to Predict Tourist Resource-Saving Behavioral Intentions in Rural Tourism: An Extension of the Theory of Planned Behavior," IJERPH, MDPI, vol. 20(2), pages 1-23, January.
    17. Tuğba Yeğin & Muhammad Ikram, 2022. "Analysis of Consumers’ Electric Vehicle Purchase Intentions: An Expansion of the Theory of Planned Behavior," Sustainability, MDPI, vol. 14(19), pages 1-27, September.
    18. Qi, Wen-Hui & Qi, Ming-Liang & Ji, Ya-Min, 2020. "The effect path of public communication on public acceptance of nuclear energy," Energy Policy, Elsevier, vol. 144(C).
    19. Muhammad Yaseen Bhutto & Yasir Ali Soomro & Hailan Yang, 2022. "Extending the Theory of Planned Behavior: Predicting Young Consumer Purchase Behavior of Energy-Efficient Appliances (Evidence From Developing Economy)," SAGE Open, , vol. 12(1), pages 21582440221, February.
    20. Long, Xingle & Chen, Yaqiong & Du, Jianguo & Oh, Keunyeob & Han, Insoo, 2017. "Environmental innovation and its impact on economic and environmental performance: Evidence from Korean-owned firms in China," Energy Policy, Elsevier, vol. 107(C), pages 131-137.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jijerp:v:19:y:2022:i:7:p:4268-:d:786064. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.