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

Hyo Jung Chang, Seoha Min, Hongjoo Woo, Jennifer Yurchisin

Research output: Contribution to journalArticlepeer-review

Abstract

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.

Original languageEnglish
Pages (from-to)5-26
Number of pages22
JournalFamily and Consumer Sciences Research Journal
Volume50
Issue number1
DOIs
StatePublished - Sep 2021

Keywords

  • COVID-19
  • cross-cultural study
  • mask-wearing behavior
  • theory of reasoned action

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