Abstract

The present study examined the mediating role of subjective norm about social distancing in the relationship between individuals’ cultural orientation and their social distancing behavior during the early COVID-19 crisis in Korea. A total of 445 Korean adults participated in a survey during which level 2 to 2.5 prevention policies were being enforced. Results indicated, as expected, that collectivism positively predicted subjective norm that supports social distancing, which in turn predicted positively individuals’ participation in social distancing as prescribed by the central government. This result emerged regardless of individuals’ perception of personal vulnerability to COVID-19. We discuss implications of these findings and directions for future research in terms of the link between individualism-collectivism and behavioral immune system, along with the role of social distancing in curbing the spread of corona virus during the pandemic.