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

Qiying Ding, Shoufu Lin and Shanyong Wang
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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

IJERPH, 2022, vol. 19, issue 7, 1-15

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.

Keywords: COVID-19; mask; willingness to pay; protection motivation theory; contingent value method (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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