Culture

The Racial and Cultural Effects on Willingness to Wear a Facemask in the Time of COVID-19

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Abstract

The purpose of this study is to investigate the factors (pandemic/epidemic concerns and moral obligation) that can significantly affect behavioral intention to wear a facemask in different cultures (e.g., Western vs. Eastern) and races (European American, African American, and Asian) during the COVID-19 Pandemic. This study's proposed conceptual framework will be constructed by adapting the theoretical factors from the TPB and additional factors (pandemic/epidemic concerns and moral obligation) and CRT, a conceptualization of culture and race. The authors anticipate finding that attitude toward wearing a facemask and subjective morns will positively affect behavioral intention to wear a facemask regardless of cultures and races. This study has significance in understanding racial and cultural issues in the behavioral intention in wearing a facemask.

Keywords: Facemask, COVID-19 Pandemic, Race, Culture

How to Cite:

Nam, C. & Lee, J., (2022) “The Racial and Cultural Effects on Willingness to Wear a Facemask in the Time of COVID-19”, International Textile and Apparel Association Annual Conference Proceedings 78(1). doi: https://doi.org/10.31274/itaa.13878