Generation Z Intention to Comply with Non-mandatory Government Measures for Self-protection of COVID-19 and SARS-CoV-2 Variants After Restriction Withdrawals

Irene (Eirini) Kamenidou (), Aikaterini Stavrianea (), Spyridon Mamalis (), Evangelia-Zoe Bara, Ifigeneia Mylona () and Stavros Pavlidis
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Irene (Eirini) Kamenidou: International Hellenic University, Agios Loukas
Aikaterini Stavrianea: National and Kapodistrian University of Athens
Spyridon Mamalis: International Hellenic University, Agios Loukas
Evangelia-Zoe Bara: International Hellenic University, Agios Loukas
Ifigeneia Mylona: International Hellenic University, Agios Loukas
Stavros Pavlidis: International Hellenic University, Agios Loukas

Chapter Chapter 9 in Advances in Empirical Economic Research, 2023, pp 151-165 from Springer

Abstract: Abstract Vaccines for the COVID-19 pandemic initial virus, the “severe acute respiratory syndrome coronavirus 2” (SARS-CoV-2), and its variances have been distributed in the developed countries to the majority of the citizens. However, new variants constantly emerge, and even though mortality rates have been decreased, morbidity (including those that are asymptomatic) is still high. This brings to the surface the fact that individual precautious measures should be continuously applied, even though they might not be mandatory based on government regulations, not only for individuals’ safety but also for the safety of the older people that surround them. Under this perspective, this paper has its aims to explore the generation Z cohort’s intention to comply with non-mandatory government measures in order to protect themselves from infection but also to not be a “moving threat” to the people in contact. The research was undertaken for this purpose with an online questionnaire in 2021 from May to the end of July, resulting in a sample of 1086 valid questionnaires. Gender differences were tested with an independent sample t-test, which revealed that females have a higher intention to comply with non-mandatory protective measures. Based on these differences marketing communication is discussed to increase non-mandatory self-protection measures.

Keywords: COVID-19; Generation Z cohort; Self-protection; Restrictions withdrawals; Communication marketing; M30; M31; M37; M39; I10; I18 (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-22749-3_9

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DOI: 10.1007/978-3-031-22749-3_9

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