MILLENNIALS’ INTENTION TO WEAR FACE MASKS IN PUBLIC DURING COVID-19 PANDEMIC

Abstract

Many studies in the wake of the COVID 19 pandemic have shown that millennials are reluctant to wear face masks while they are out in public. This poses serious threats to the community, especially to the vulnerable population with comorbidities. Addressing this issue, this study examines the effectiveness of a self-interest statement, collective interest statement, and legal enforcement statement in motivating millennials to wear a mask in public. This study collected data through online survey from Millennials in India and uses a t-test with Welch Approximation to compare the results of the three statements with a control text. The results show collective interest statement was more effective in motivating millennials to wear masks. Reflecting on this finding, the study proposes that authorities and media could frame their advertisements, campaigns and awareness programmes by emphasizing the health of family and friends to motivate millennials to wear face masks in public