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The present study examined how two types of ethical ideologies (idealism, and relativism) influenced behavioral intention to wear a mask during the COVID-19 pandemic through two appraisals (moral norms, and threat to freedom) of a mask-wearing issue. A total of 823 responses were collected through a cross-sectional survey, and 776 responses were used for testing hypotheses. The study found that idealism has a significant indirect effect on behavioral intention through increased moral norms and decreased threat to freedom. Also, the study revealed that relativism has a significant indirect effect on behavioral intention through increased threat to freedom.

How Ethical Ideology Influences Mask-Wearing Intention in a Pandemic: The Mediating Role of Moral Norms and Threat to Freedom