The perception of air purifiers on indoor air quality: effective or human herd behavior?

Abstract Indoor air quality (IAQ) draws public concern, particularly in densely populated urban environments. In recent years, air purifiers have gained popularity as a solution to improve indoor air quality. However, the efficacy of air purifiers is contingent on several factors, including the type and effectiveness of the purifier, room size, ventilation, and even human behaviors. In some cases, individuals may perceive air purifiers as a remedy for all indoor air quality issues, leading to a herd behavior effect. This phenomenon can result in indiscriminate purchases of air purifiers without considering the environment’s specific needs, potentially leading to wasteful expenditure. This study examines the public perception and behavioral patterns in air purifier adoption, particularly during health crises and environmental emergencies using Google Trends data from 2018 to 2023 across Indonesia, Malaysia, Singapore, and Japan. The analysis of the trends and related search queries shows regional variations in consumer preferences and motivations. The study reveals that demand for air purifiers surged during the COVID-19 pandemic and air pollution crises, driven by both rational considerations and herd behavior. Japan demonstrated a more analytical approach, focusing on the technical mechanisms of air purifiers, while Indonesian users exhibited high sensitivity to media and social influences, leading to impulsive purchases. Malaysia and Singapore displayed moderate herd behavior, balancing social conformity with informed decision-making. Regional variations in search queries and motivations reflect the influence of cultural norms, socio-economic factors, and media narratives. These findings underscore the role of herd behavior in shaping consumer trends, emphasizing the need for targeted awareness campaigns to dispel misconceptions and encourage rational decision-making. While air purifiers can be practical tools for enhancing indoor air quality, understanding and addressing human herd behavior is essential to harnessing the benefits of air purifiers while minimizing unnecessary possessions. This research provides insights into the complex dynamics of indoor air quality and offers practical recommendations for individuals and policymakers alike.