Fashionable protection gear: Understanding mask wearing practices through protection motivation theory

Amid the COVID-19 pandemic, face masks gained significance alongside handwashing and physical distancing, as recommended by the Center for Disease Control and Prevention (2020). Our study focused on consumers' willingness to purchase and wear specific masks, employing the protection motivation theory. We utilized the Functional, Expressive, and Aesthetic (FEA) framework to identify distinct mask types. The research revealed that the protection motivation theory effectively explains design-oriented mask-wearing practices identified by the FEA framework. The findings emphasize the importance of considering both protection and self-expression aspects while developing fashionable masks, targeting specific consumer groups through tailored advertising strategies.