Eco-friendly masks preferences during COVID-19 pandemic in Indonesia

Eco-friendly face mask is necessity to reduce the aggravates the environment due to increased face masks waste during COVID-19 pandemic. The successful eco-friendly masks development influenced by understanding of user’s need and effectiveness of communications. The employed conjoint analysis obtained user mask preferences information to support effective communication strategies by business enterprises and policy makers on encouraging public to consume appropriate masks. The attribute importance followed from eco-friendly (32.1%), mask certification (26.5%), filtration efficiency (19.8%), price (13.9%), layers (5.6%), type of mask (1.5%), material (0.7%). The public expecting the mask with the ability to recycled and biodegradable, with certification, performance above 90% filtration efficiency, and affordable prices in the range of Rp.1.500-Rp.25.000. Also, 3-ply fabrics for the medical type and cotton material are generally preferred to polyester/polypropylene. The government needs to improve the effectiveness masks education, provide convenience process to masks certification by manufacturers, and provision of incentives to reduce masks production cost. Meanwhile, manufacturers ensure produce of the standard eco-friendly masks in affordable pricing. Furthermore, gender did not show significant effect on preferences, but varied with average expenditure.