Rural places in the US are some of the most conform-or-else things out there. Have the wrong skin color, the wrong gender, the wrong religion, to downright ridiculous ones like driving the wrong type of car, or went to the wrong high school, all these are enough for people to get strongly ostracized from the dominant social group in places like that.

Conforming to the dominant social dynamic doesn't change dramatically with the urban/rural divide, what does change is the underlying factors that determine the principles and characteristics of that social fabric. Left as an exercise for the reader is the determination of what factors might cause an urban population to largely accept wearing masks during the global airborne virus pandemic, and a rural population to largely reject it.