The Determinants of Perceived Behavior of Face Mask Usage: A Mediating Effect of Culture

Syeliya Md Zaini (Dr.), Mira Susanti Amirrudin (Dr.), Nurul Hidayana Mohd Noor (Dr.), Corina Joseph (Prof. Dr.) and Susan Pudin (Dr.)
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Syeliya Md Zaini (Dr.): Faculty of Accountancy, Universiti Teknologi MARA (UiTM), 42300 Bandar Puncak Alam, Selangor, Malaysia
Mira Susanti Amirrudin (Dr.): Faculty of Accountancy, Universiti Teknologi MARA (UiTM), 42300 Bandar Puncak Alam, Selangor, Malaysia
Nurul Hidayana Mohd Noor (Dr.): Faculty of Administrative Science & Policy Studies, Universiti Teknologi MARA (UiTM) Seremban, 70300 Seremban, Negeri Sembilan, Malaysia
Corina Joseph (Prof. Dr.): Faculty of Accountancy, Universiti Teknologi MARA, Cawangan Sarawak, Sarawak
Susan Pudin (Dr.): Ketua Penolong Setiausaha Kanan Bahagian Kerjasama Serantau, Pejabat Timbalan Setiausaha (Pentadbiran), Tingkat 25, Blok A, Pusat Pentadbiran Negeri Sabah, Jalan Sulaman, Teluk Likas, 88400 Kota Kinabalu, Sabah, Malaysia

International Journal of Research and Innovation in Social Science, 2024, vol. 8, issue 8, 746-759

Abstract: Purpose: This study examined the psychological determinants affecting perceived behavior in Malaysians when using face masks. An integrated model composed of the Theory of Planned Behavior (TPB) and Value-Belief Norm (VBN) was employed alongside cultural influence. Design/methodology/approach: The quantitative survey method and convenience sampling collected data from the Malaysian public. By utilizing a questionnaire survey approach, 404 respondents completed an online survey. Structural equation modeling was used to analyse the data. Findings: The results revealed that attitudes, environmental consciousness, and social norms contribute to the respondents’ perceived behavior of face mask usage. The extended variable, which is culture, improves the relationship between attitudes, environmental consciousness, social norms, and perceived behavior. Research, Practical & Social implications: Based on this study’s findings, insightful consequences for environmental collaboration between environmental groups and society and suggestions for future research are presented. Originality/value: The study is among the pioneer study that looks at macro and meso perspectives that examines the effect of culture as mediator that could affect the individual pro environmental behavior.

Date: 2024
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