Author(s): Iliana E. Aguilar-Rodr�guez, Washington F. Padilla-Alarc�n, Carlos H. Artieda-Cajilema, Carlos Artieda-Acosta.
The study evaluates the impact of COVID-19 on changes in the cultural values in Ecuador and Peru and establishes the differences between these countries. Electronic surveys were applied to a sample of 437 individuals. Data processing was performed using the PLS-SEM Model (partial least square) and the Mann-Whitney U Test, finding positive and significant relationships between COVID-19 and the values of Traditional – Secular/rational (TRAD) and Survival – Self-expression (SUN). The findings determine that Survival values become Self-expression, and TRAD is increasingly predominant than SUN, reinforcing religious beliefs as the basis of behavior. No significant differences were found between Peru and Ecuador in SUN and TRAD, even though they were in COVID-19, with predominance in Peru. This research is the first to include SUN and TRAD cultural values and highlights the importance of the knowledge of the cultural context in predicting people's behavior.