The influence of social conformity on mask-wearing behavior during the COVID-19 pandemic

Over the course of the COVID-19 pandemic, in addition to vaccination, health authorities have strongly advocated the wearing of face masks as a crucial measure in combating the virus. Nevertheless, the recommendation or legal requirement to wear a face mask is no guarantee of adherence to the rules. A person's decision to wear a mask may also be based on their beliefs and is likely to be influenced by their observation of the mask-wearing behavior of other people. This study aims to explore the role of conformity on the wearing of masks during the COVID-19 pandemic. Given that there is little evidence on how the mask-wearing behavior of others and demographic factors affect people's decisions to wear face masks in public settings, we performed a large-scale observational study in the Czech Republic during a period of rapidly increasing COVID-19 related cases and deaths. We observed a total of 1753 customers and 472 employees in 67 highly frequented shopping venues. The data were collected by trained observers and analyzed using multilevel logistic regression modeling. The results indicate that the mask-wearing behavior of new customers was influenced by the proportion of other customers wearing masks and the behavior differed according to the demographics of age and sex. A notable finding was that the greater the presence of customers wearing masks in a store, the lower the propensity of new visitors to wear masks. Which may be evidence of problematic free-riding behavior. These findings therefore have policy implications and can aid the formulation of specific (communication) strategies to promote mask-wearing behavior.