Uncovering people’s mask-saving intentions and behaviors in the post-COVID-19 period: Evidence from China

The COVID-19 pandemic has caused a surge in the demand for medical masks over the past few months. Many countries and regions have experienced a shortage of masks and raw materials, as well as soaring prices. Understanding mask-saving behavior is an important way to help improve medical resource sustainability and respond to the outbreak. This study integrates the theory of planned behavior and normative activation to propose a new comprehensive theoretical framework, which aims to reveal people’s mask-saving intentions (MSI) and behaviors in the post-pandemic period. Using the partial least squares structural equation modeling method, a total of 1057 questionnaires randomly collected from China were measured and empirically analyzed. Results indicate the following: (i) Reducing the frequency of going-out is the main approach to saving masks in China, and the majority of people reuse a mask from two to five times. (ii) Personal norms, subjective norms, attitudes and perceived behavioral control all have significant positive effects on MSI; awareness of consequences and ascription of responsibility also indirectly affect MSI through personal norms. (iii) As for extended factors, environmental concerns, perceived risk and information publicity positively affect MSI, but supply chain performance does not have a significant role. (iv) Excessive information publicity may weaken the impact of personal norms, subjective norms and perceived risk on MSI. Given the above findings, some insightful management implications are proposed.