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Major public health emergencies caused people to lack rationality in sanitizing product buying. The essence of crisis explored the unexpected responses to health and safety that endanger their lives due to insufficient understanding, lack of experience, and knowledge in dealing with situations such as COVID-19. This article used literature research methods, questionnaire survey, and quantitative analysis methods to explore the mechanism of consumers' irrational consumption intention in buying sanitizing products under public health incidents. Using the theoretical basis of irrational consumption behavior and SPSS analysis, analyzed the relationship between demography, consumption intentions, behavior attitudes, and risk perceptions based on the list of influencing variables of perceived usefulness, perceived ease of use, time cost, economic cost, and product quality associating with attitudes and risk factor. The survey was taken place in June of 2021 with 417 Guiyang residents through the WeChat survey platform. The research results showed all hypotheses having significant relationships to consumption intention, behavioral attitudes, and perceived risk except the factors influencing environmental factors and value for money. Both were interpreted that these two factors would not be under essential consideration during the pandemic due to the significant safety concern.