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The role of perceived severity and vulnerability on COVID-19 in explaining hygiene product purchase behavior towards protection motivation

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  • Desy Gistya Anugerah

    (Management Department, Faculty of Economics and Business, University of Brawijaya, Jl. MT. Haryono No.165, Malang, Indonesia)

  • Fatchur Rohman

    (Ph.D., Management Department, Faculty of Economics and Business, University of Brawijaya, Jl. MT. Haryono No.165, Malang, Indonesia)

  • Siti Aisjah

    (Ph.D., Management Department, Faculty of Economics and Business, University of Brawijaya, Jl. MT. Haryono No.165, Malang, Indonesia)

Abstract

This study aims to explain the emergence of hygiene product purchasing behavior during the COVID-19 pandemic using the Protection Motivation Theory (PMT). Perceived severity and vulnerability, as well as protection motivation, are variables that are predicted to affect hygiene product purchase behavior during the COVID-19 pandemic. The object of this research is the adult citizens of Malang City who purchase hygiene products during the COVID-19 pandemic. Partial Least Square (PLS) is used in this study to answer the research objectives with the help of SmartPLS 3.3. This study found that perceived severity and protection intention played a role in stimulating the emergence of hygiene product purchase behavior during the COVID-19 pandemic, especially in Malang City Key Words:Protection Motivation Theory, Purchase Behavior, Behavioral Intention, COVID-19

Suggested Citation

  • Desy Gistya Anugerah & Fatchur Rohman & Siti Aisjah, 2021. "The role of perceived severity and vulnerability on COVID-19 in explaining hygiene product purchase behavior towards protection motivation," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 10(8), pages 57-67, December.
    • Handle: RePEc:rbs:ijbrss:v:10:y:2021:i:8:p:57-67
    DOI: 10.20525/ijrbs.v10i8.1510
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    References listed on IDEAS

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    1. Laato, Samuli & Islam, A.K.M. Najmul & Farooq, Ali & Dhir, Amandeep, 2020. "Unusual purchasing behavior during the early stages of the COVID-19 pandemic: The stimulus-organism-response approach," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    2. Daniel Kahneman & Amos Tversky, 2013. "Prospect Theory: An Analysis of Decision Under Risk," World Scientific Book Chapters, in: Leonard C MacLean & William T Ziemba (ed.), HANDBOOK OF THE FUNDAMENTALS OF FINANCIAL DECISION MAKING Part I, chapter 6, pages 99-127, World Scientific Publishing Co. Pte. Ltd..
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