FACTORS INFLUENCING THE USE OF FACE MASKS IN TERMS OF AESTHETIC VALUE AND SAFETY ASPECT FOR HEALTH AMONG YOUTH IN KAJANG DURING ENDEMIC COVID-19

Abstract The COVID-19 pandemic has significantly altered public health behaviors, particularly through the widespread use of face masks. As Malaysia enters the endemic phase, face mask use among youth becomes less of a regulation and more of a personal choice. This study explores the factors influencing youth in Kajang, Selangor, to continue using face masks by focusing on two key perspectives: aesthetic value and the safety aspect in relation to health. A quantitative, cross-sectional research design was employed involving 250 youth aged 18–30 years selected through convenience sampling. Data collection was carried out through face-to-face surveys using a structured questionnaire that measured variables such as comfort, design, userfriendliness and perceived health benefits. Descriptive statistics revealed that 69.6% of respondents used three-layer masks and 64% wore masks for more than five hours a day. A notable proportion (36.8%) expressed dislike for respirator-type masks (e.g., N95, KF94), citing discomfort and poor aesthetic appeal. The Pearson correlation analysis demonstrated statistically significant and positive relationships between comfort (r = 0.374, p = 0.000), design (r = 0.289, p = 0.000) and user-friendliness (r = 0.448, p = 0.000) with perceived health protection. These findings indicate that youth prioritize safety but are also influenced by comfort and design elements. The aesthetic value enhances their willingness to wear masks, especially in social settings where self-image and fashion are valued. This study provides valuable insights for policymakers, public health officials and product designers to create effective, usercentered and health-conscious mask interventions. Future public health strategies should consider combining aesthetics with functionality to sustain compliance among younger populations during health crises. Keywords: COVID-19, Face masks, Youth, Aesthetic value, Safety aspect, Health behavior, Comfort, Design, Usability