Mask‐Wearing Behavior During the COVID‐19 Pandemic: A Cross‐Cultural Comparison Between the United States and South Korea

• Published in: Family and consumer sciences research journal Vol. 50; no. 1; pp. 5 - 26
• Main Authors: Chang, Hyo Jung (Julie), Min, Seoha, Woo, Hongjoo, Yurchisin, Jennifer
• Format: Journal Article
• Language: English
• Published: United States Blackwell Publishing Ltd 01-09-2021; John Wiley and Sons Inc
• Subjects: COVID-19; Cross cultural studies; cross‐cultural study; mask‐wearing behavior; Original; Pandemics; theory of reasoned action; United States > US; South Korea; mask‐wearing behavior; COVID‐19; cross‐cultural study; theory of reasoned action
• ISSN: 1077-727X; 1552-3934
• DOI: 10.1111/fcsr.12416

This study identified and compared factors that directly and indirectly influenced face mask‐wearing in the United States and South Korea during the COVID‐19 pandemic by applying the theory of reasoned action. The overall levels of attitudes and future mask‐wearing behavioral intention were lower for United States than Korean participants (NUS = 150 and NSouth Korea = 150). Differences between the groups were noted in the impact of norms and background characteristics on attitudes and behavioral intention. Messages communicating the importance of wearing masks should be tailored to different cultures. Americans should be encouraged to try wearing masks on their own while Koreans should hear about the social benefits of mask‐wearing.