Open AccessMILLENNIALS’ INTENTION TO WEAR FACE MASKS IN PUBLIC DURING COVID-19 PANDEMIC
Author(s) -
Vijay Victor,
Anandakrishnan Nambiar,
Robert Jeyakumar Nathan
Publication year - 2020
Publication title -
vadyba
Language(s) - English
Resource type - Journals
eISSN - 2424-399X
pISSN - 1648-7974
DOI - 10.38104/vadyba.2020.2.07
Subject(s) - statement (logic) , covid-19 , face (sociological concept) , enforcement , pandemic , psychology , population , social media , public health , public relations , advertising , sociology , political science , business , medicine , environmental health , nursing , social science , law , disease , pathology , infectious disease (medical specialty)
Many studies in the wake of the COVID 19 pandemic have shown that millennials are reluctant to wear face masks while they are out in public. Thisposes serious threats to the community, especially to the vulnerable population with comorbidities. Addressing this issue, this study examines theeffectiveness of a self-interest statement, collective interest statement, and legal enforcement statement in motivating millennials to wear a mask inpublic. This study collected data through online survey from Millennials in India and uses a t-test with Welch Approximation to compare the resultsof the three statements with a control text. The results show collective interest statement was more effective in motivating millennials to wear masks.Reflecting on this finding, the study proposes that authorities and media could frame their advertisements, campaigns and awareness programmes byemphasizing the health of family and friends to motivate millennials to wear face masks in public