Design and Product Development

The Decision To Sew: Making Face Masks During COVID-19 Pandemic

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Abstract

The COVID-19 pandemic provides an opportunity to understand the motivations of individuals who sew face masks. This study uses an expanded Theory of Planned Behavior (TPB) model with data (n= 144) from a nationwide (United States) survey in late 2020. Exploratory factor analysis, confirmatory factor analysis, structural equation modeling, and multi-group comparison (chi-square difference) were used to estimate construct validity and test the proposed hypotheses and theoretical framework. Results indicated that individuals’ intention towards sewing face masks was predicted by subjective norm, perceived behavior control, health consciousness, and fashion innovativeness. Making intention positively influenced individuals’ actual sewing behavior towards face masks. The relationship between making intention and actual behavior is moderated by age and by employment status. Based on these results, theoretical implications and education for sustainable development implications are discussed.

Keywords: COVID-19 Pandemic, Theory of planned behavior, Making intention, Face masks

How to Cite:

Hustvedt, G. & Liang, Y., (2022) “The Decision To Sew: Making Face Masks During COVID-19 Pandemic”, International Textile and Apparel Association Annual Conference Proceedings 78(1). doi: https://doi.org/10.31274/itaa.13779