YEREVAN, Armenia — The American University of Armenia (AUA) Turpanjian College of Health Sciences (CHS) faculty Tsovinar Harutyunyan, (MPH ’99), Ph.D.; and researchers Varduhi Hayrumyan (MPH ’16), M.S.; Lusine Aslanyan (MPH ’18), B.S.; Tamara Sedrakyan, (MPH ’24), DDS; and Zhanna Sargsyan (MPH 18), M.S., published an article in BMC Public Health. This open access, peer-reviewed journal is ranked in the first quartile (Q1) and holds an impact factor of 3.6, publishing high-quality research across the full spectrum of public health disciplines, including behavioral science, disease prevention, policy, and global health.
The published research, “Predictors of mask-wearing behavior in Armenia during the COVID-19 pandemic: results from a nationwide survey,” reveals the factors motivating people living in Armenia to wear masks during the COVID-19 pandemic. Drawing on a nationally representative survey, it is among the first studies in Armenia to apply behavioral science frameworks — specifically the Health Belief Model and the Theory of Planned Behavior — to better understand protective health behaviors. The article provides important quantitative evidence on patterns of mask use and the underlying beliefs shaping compliance.
According to the study, just over half of the 3,439 respondents (51.8%) reported “always” or “usually” wearing masks, while the rest did so only occasionally or not at all. Older individuals were consistently more likely to adhere to mask use. By contrast, barriers such as discomfort and breathing difficulties significantly reduced mask-wearing. In addition, higher levels of COVID-19 knowledge was associated with greater mask use. From a Health Belief Model perspective, individuals were more likely to wear masks if they perceived COVID-19 as a threat, believed in the protective benefits of masks, and were prompted by cues to action. Consistent with the Theory of Planned Behavior, social norms were a strong predictor: those who felt that important people in their lives would approve of mask-wearing were much more likely to comply.
Understanding what drives people to follow preventive measures is crucial for designing effective health communication and behavior change campaigns in Armenia and worldwide. This study provides evidence that is especially valuable for policy-makers and researchers in post-Soviet countries, where theory-based research on health behaviors is still rare. Looking ahead, further studies should examine a wider range of social and psychological influences and explore how different protective behaviors are connected and shaped by common underlying factors.
This research was conducted within the scope of the “Support to control COVID-19 and other infectious disease outbreaks” project. The project aimed to strengthen the national capacity to control COVID-19 and other communicable disease outbreaks and emergencies of potential public health concern advancing Public Health Emergency Preparedness and Response strategy in Armenia. The project activities were funded by the United States Agency for International Development (USAID). The contents of this article are AUA’s sole responsibility and do not necessarily reflect the views of USAID or the United States Government.
The AUA Turpanjian College of Health Sciences works actively to improve population health and health services in Armenia and the region through interdisciplinary education and development of health professionals to be leaders in public health, nursing, health services research and evaluation, and health care delivery and management.