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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Syeliya Md Zaini (Dr.) & Mira Susanti Amirrudin (Dr.) & Nurul Hidayana Mohd Noor (Dr.) & Corina Joseph (Prof. Dr.) & Susan Pudin (Dr.), 2024. "The Determinants of Perceived Behavior of Face Mask Usage: A Mediating Effect of Culture," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(8), pages 746-759, August.
    • Handle: RePEc:bcp:journl:v:8:y:2024:i:8:p:746-759
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    References listed on IDEAS

    as
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