Impact of Perceived and Collective Norms on COVID-19 Preventive Behaviors in 23 Countries: A Multi-Level Approach

Social norms can be studied at both the individual and societal levels. While the influence of individual perceived norms on health behaviors has been well-documented, the role of societal-level factors in social normative influence remains unclear. We adopted a multilevel approach to investigate the impact of individual-level perceived norms, country-level collective norms, and individualistic culture on mask-wearing behavior during the COVID-19 pandemic. A secondary analysis of cross-sectional data collected from 23 countries (