CONSUMER ATTITUDES ABOUT USING FAR-UVC DEVICES IN RETAIL STORES TO MITIGATE COVID-19 TRANSMISSION

Abstract

COVID-19 transmission is primarily airborne. Far-UVC devices can inactivate viruses and are reported as safe to use while people are present. We surveyed college students (n = 1.085) about intend to shop, prefer to shop, pay up to 5% more, and recommend stores that use a Far-UVC device. Predictor variables were demographics, COVID-19, diffusion of innovation theory, risk taking, and consideration of immediate and future consequences. We found that knowing anyone who had COVID-19 was positively associated with recommend stores and knowing anyone who died from COVID-19 was positively associated with intend to shop at stores that use a Far-UVC device. Wearing a mask inside a store was positively associated with intend to shop, prefer to shop, and recommend stores and wearing a mask on a busy street was positively associated with pay up to 5% more at stores. The diffusion of innovation variables of relative advantage, compatibility, complexity, trialability, and observability were each often positively associated with intend to shop, prefer to shop, pay up to 5% more, and recommend stores. Health risk taking was negatively associated with pay up to 5% more at stores and recreational risk taking was positively associated with intend to shop at stores. Consideration of immediate consequences was positively associated with pay up to 5% more at stores while there was no association for consideration of future consequences. In conclusion, marketing to consumers from groups interested in Far-UVC devices could be beneficial for stores.

Keywords

• COVID-19
• ultraviolet rays
• consumer behavior
• diffusion of innovation
• masks
• risk-taking