Abstract
ABSTRACT During the COVID-19 pandemic many individuals have been hesitant to wear facemasks. This represents a safety issue for both customers and workers in the foodservice industry. Yet, to date there is a dearth of empirical research assessing resultant customer attitudes and behaviors related to mask wearing hesitancy in restaurants. This study addresses this gap by testing a reactance theory-based model. Data was collected via MTurk and results were analyzed using SmartPLS. Findings indicate reactance proneness and magnitude to which mask wearing threatens freedom positively influenced respondents’ reactance and reactance negatively influenced attitudes toward restaurants with a mask policy. Implications for theory and practice are discussed in detail.
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