The role of perceived severity and vulnerability on COVID-19 in explaining hygiene product purchase behavior towards protection motivation

Desy Gistya Anugerah, Fatchur Rohman and Siti Aisjah
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Desy Gistya Anugerah: Management Department, Faculty of Economics and Business, University of Brawijaya, Jl. MT. Haryono No.165, Malang, Indonesia
Fatchur Rohman: Ph.D., Management Department, Faculty of Economics and Business, University of Brawijaya, Jl. MT. Haryono No.165, Malang, Indonesia
Siti Aisjah: Ph.D., Management Department, Faculty of Economics and Business, University of Brawijaya, Jl. MT. Haryono No.165, Malang, Indonesia

International Journal of Research in Business and Social Science (2147-4478), 2021, vol. 10, issue 8, 57-67

Abstract: This study aims to explain the emergence of hygiene product purchasing behavior during the COVID-19 pandemic using the Protection Motivation Theory (PMT). Perceived severity and vulnerability, as well as protection motivation, are variables that are predicted to affect hygiene product purchase behavior during the COVID-19 pandemic. The object of this research is the adult citizens of Malang City who purchase hygiene products during the COVID-19 pandemic. Partial Least Square (PLS) is used in this study to answer the research objectives with the help of SmartPLS 3.3. This study found that perceived severity and protection intention played a role in stimulating the emergence of hygiene product purchase behavior during the COVID-19 pandemic, especially in Malang City Key Words:Protection Motivation Theory, Purchase Behavior, Behavioral Intention, COVID-19

Date: 2021
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