People spend most of their time indoors, but indoor air quality is more polluted than outdoor air. Research on the air purifiers to improve indoor air quality presents a macroscopic perspective using a Protective Action Decision Model (PADM), but more detailed consumer attributes are required to establish practical strategies. To propose a marketing strategy for the government and firms to spread the use of air purifiers, this study conducted a discrete choice survey of the general public in Korea. It used a mixed logit model to analyze consumer preferences for air purifier attributes based on previous purchase experiences. Consumers have reasonable preferences regarding price, filter cost, and performance. In addition, there was an asymmetric preference when the respondents considered a reference-dependent preference, and there were socio-demographic implications. Moreover, simulation analysis of market share confirmed that the purchase price of air purifiers is more critical than maintenance costs. Based on the results of statistical research, this study proposed a strategy for spreading air purifiers from the perspective of the government and firms.

Key Words; indoor air, loss aversion, market simulation analysis, reference-dependent preference