Prosociality and public support for tobacco control policies among South Korean adults: A cross-sectional study.

•Prosociality can be a powerful motivator for policy support by influencing decisions that consider others.•Character and virtue are significantly correlated with support for tobacco control policies.•Stratified results suggest that this relationship remains significant among current nicotine users for indoor tobacco use bans.•Effective health policy requires communication rooted in prosocial values while considering virtue-based approaches.