Do Generations Matter? The Moderating Role of Media in Adherence to COVID-19 Quarantine Protocol

Authors

Luz Suplico Jeong, De La Salle University, Manila, PhilippinesFollow
Reynaldo Bautista Jr., De La Salle University, Manila, Philippines
Nelson B. Guillen Jr., De La Salle University, Manila, Philippines
Solomon Oluyinka, De La Salle University, Manila, Philippines

JEL Classification System

D12

Abstract

This study examined the perceptions of Filipinos from Generations X, Y, and Z towards adherence to COVID-19 quarantine protocol. Of the 400 Filipino respondents, 55 were Generation Xers, 86 were from Generation Y, whereas 259 were from Generation Z. Using the theory of planned behavior, the results suggest that there were no significant differences in how Generations X, Y, and Z responded to the quarantine protocol even if media moderated the relationship between self-efficacy and adherence to quarantine protocol. Thus, marketers can use a standardized campaign to encourage Generations X, Y, and Z to adhere to the quarantine protocol.

Recommended Citation

Jeong, Luz Suplico; Bautista, Reynaldo Jr.; Guillen, Nelson B. Jr.; and Oluyinka, Solomon (2024) "Do Generations Matter? The Moderating Role of Media in Adherence to COVID-19 Quarantine Protocol," DLSU Business & Economics Review: Vol. 33: No. 2, Article 4.
DOI: https://doi.org/10.59588/2243-786X.1036
Available at: https://animorepository.dlsu.edu.ph/ber/vol33/iss2/4