Ideological Consistency and News Sharing as Predictors of Masking Among College Students

During the COVID-19 pandemic, the United States Centers for Disease Control and Prevention (CDC) recommended the use of well-fitting face masks or respirators as a strategy to reduce respiratory transmission; however, acceptance and utilization of face masks quickly became a contentious, politically charged matter. Given the effectiveness of masking against respiratory viruses, it is critical to understand the various normative factors and personal values associated with mask wearing. To this end, this study reports the findings of an online, cross-sectional survey (n = 1231) of college students during the COVID-19 pandemic. Findings show that ideological consistency, sharing news to create awareness, and sharing unverified news significantly predict masking behaviors, though ideological consistency most substantially explained variance in self-reported masking behaviors. Participants with more liberal political ideologies reported greater adherence to masking policies while those with more conservative ideologies reported less mask-wearing behavior. A better understanding of the predictors of masking behaviors, particularly how political ideologies continue to shape public health responses, is essential for designing more effective communication strategies to control disease spread and help inform strategies for future outbreaks. Study implications and limitations are discussed.