Understanding the use of hygiene products for Covid-19

Dr Rohit Trivedi is currently working on a research project, with five international partners, to understand the explicit & implicit associations towards hygienic products that can protect citizens against COVID19.  This is a timely study which could provide some really valuable insights for public policy and health communications.

The project aims to make a cross-cultural comparison of the drivers of acceptance and utilisation of hygienic products, like face masks or disinfectants.  Besides exploring explicit attitudes & motives by standardised questionnaires, the study will use the AYB software platform developed at Chair of Marketing and Innovation, University of Hamburg (UHH) to measure implicit attitudes and behaviour towards face mask wearing behaviour.

The first survey phase starts in June 2020. This will be a cross-sectional study where findings could inform public policy & health communications. A second survey phase will follow in Autumn 2020 and will look at attitudinal and behavioural changes. Within this longitudinal study, the team will analyse the effects of different national communication campaigns & settings on the acceptance and usage of hygienic products.

A partner team of altogether five institutions provides the basis for cross-cultural comparisons both within Europe as well as in comparison to Asia with funding of €18,750 from UHH.

Three European partners: 

-  Prof. Dr. Thorsten Teichert, University of Hamburg, Germany

-  Dr. Rohit Trivedi, University of Bradford, UK

-  Dr. Claire-Lise Ackermann, Rennes School of Business, France

Two Asian partners:

-- Dr. Christiana Yosevina Ratna Tercia, Prasetiya Mulya Business School, Indonesia  

-  Dr. Hayoe Sun, Zhejiang University, China