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Objective: To identify motivators and barriers to wearing a mask to prevent COVID-19. Participants and methods: An anonymous, online survey of adults from Southeastern Minnesota conducted August 2020. We assessed willingness to wear a mask and its associations with socio-demographics, COVID-19-related factors and prevention behaviors using multivariable ordinal logistic regression. Results: Of 7,786 respondents (78% women, 51% rural), 9% reported ‘not at all willing’, 27% ‘willing’, and 64% ‘very willing’ to wear a mask. Factors independently associated with willingness to wear a mask were: urban residence (OR = 1.23, 95% CI 1.05–1.44, p = 0.009); college degree or greater (OR 1.42, CI 1.05–1.93, p = 0.025); age (18–29 years OR 1.29, CI 01.02–1.64, p = 0.038; 30–39 OR = 1.37, CI 1.12–1.69, p = 0.003; 60–69 OR = 1.44, CI 1.09–1.91, p = 0.011; 70–89 OR 2.09, CI 1.32–3.37, p = 0.002; 40–49 reference group); and (all p |