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We here studied some potential factors underlying variation in compliance with preventive behaviors against COVID‐19 by studying mask wearing during outdoor recreational activities in a midsize city of Argentina in 2020. The originality of present research relies on the complementation of observational (N = 15,507) and survey (N = 578) data and in assessing the determinants of and disposition to the same preventive behavior across activities. In Study 1, we did 8 weeks of unobtrusive systematic observation of mask wearing in outdoor recreational sites as a function of activity (walking, running, and cycling). In Study 2, we ran an online survey (concomitant with the last weeks of the observational study) to measure self‐reported mask use and relevant beliefs, including self‐ and other‐regarding motives. Behavioral observations showed that mask wearing declined over time for the three activities as predicted from a social dilemma perspective; nonetheless, compliance significantly differed across activities. Self‐reported mask use was predicted by the perceived risk of contagion for the self and for others, perceived comfort costs of wearing masks, and social norms, but not by perceived illness severity or mask effectiveness. We discuss some implications and limitations of present findings for the development of preventive strategies to reduce COVID‐19 transmission. [ABSTRACT FROM AUTHOR]