COVID-19 and Public Masking Compliance in Korea: We-ness and Individualism-Collectivism at the Individual Level

In Korea, mask-wearing behavior (MWB) has become the "new normal" to prevent the spread of COVID-19. This study aimed to explore the cultural factors affecting MWB in Korea and identify the health value of culture hidden behind the collective preventive actions of Koreans through etic (external, general) and emic (internal, indigenous) cultural approaches. We conducted a survey (N = 720) to measure MWB perception based on its necessity and actual MWB, with an individual-level analysis of vertical and horizontal collectivism-individualism and we-ness. The results indicated that horizontal individualism, vertical collectivism, cognitive we-ness, and affective we-ness positively influenced MWB perception, whereas vertical individualism negatively influenced the dependent variable. Our results contradict previous understandings of collective action as rooted in collectivism, and suggest that horizontal individualism with civic consciousness and we-ness are needed to develop culturally appropriate communication strategies that encourage collective cooperation and response.