You Wear Face Mask, I Keep Social Distance: Comparing COVID-19 Preventive Behaviors between China and the United States

Abstract

Prior research suggests that collectivism predicts international consumers’ compliance with COVID-19 preventive behaviors. However, across two cross-sectional studies, we demonstrated that Chinese consumers were more likely to wear face masks and stay at home; while U.S. consumers were more likely to wash hands and keep a social distance. Indeed, when U.S. consumers perceived the pandemic to be more severe and were more health-conscious, they were more likely to comply with COVID-19 preventive behaviors than the Chinese. Adopting a multifactorial model, we offer a holistic view of consumer responses to COVID-19. We also provide insights for marketers and policymakers.

Keywords:

• COVID-19
• culture
• pandemic severity
• health consciousness
• preventive behaviors

Disclosure statement

The authors report there are no competing interests to declare.

Additional information

Funding

This work was supported by the Ministry of Education of the People’s Republic of China under grant number 23YJC630208 and the Guangdong Planning Office of Philosophy and Social Science under grant number GD23CGL13.