Beliefs about COVID-19 as a threat to values are related to preventive behaviors and fear of COVID-19.

We investigated factors related to preventive behaviors and fear of COVID-19: values and beliefs about threat to values because of COVID-19. In two studies, participants reported their own values and evaluated how COVID-19 may threaten values. They also reported their preventive behaviors (washing hands, wearing a facial mask, keeping social distance, and avoiding public places) and fear of COVID-19. COVID-19 is perceived as a threat to personal focused values (openness and self-enhancement values) rather than social focused values (conservation and self-transcendence values). Both value importance and perceived threats to values are related to preventive behaviors and fear of COVID-19. Greater importance of conservation values was related to engaging in preventive behaviors and increased fear of COVID-19. Perceived threats to personal focused values (self-enhancement and openness values) were also related to engaging in preventive behaviors and fear of COVID-19.