Understanding consumer preferences on mosquito-bite protective clothing

Purpose: The purpose of this paper is to understand people’s preferred design and functional features for mosquito-bite protective clothing. Design/methodology/approach: Total 348 participants were asked through an online survey about their perceptions and behaviors related to mosquito bite prevention, preferred design and functional features for clothing, preferred design and functional features for smart clothing, preferred types of transferred data, and their demographic backgrounds. A series of t-tests and analyses of variance were computed using IBM’s SPSS 24.0. Findings: There were significant differences in functional and design preferences among participants (p<0.05~0.001). The results suggest developing mosquito protective clothing as long pants for married people and outerwear for younger groups (10-40s), long-sleeved tops for all, and using thick fabrics for younger people than those over the 50s. Designers can develop smart clothing that can repel mosquitos through scents and cover the body, or as smart watches or wristbands to protect against mosquito bites. The connected software can present data about the mosquito numbers around the user, distances between the user and mosquitos, and product status. Marketers can target parents who showed more willingness to use the mosquito-bite protective clothing than individuals without children. Originality/value: The outcomes of the study will help designers when developing mosquito-bite protective clothing and ultimately decrease the rate of diseases transmitted by mosquitos.