I've personally witnessed people avoid doing what I perceived to be the "right" thing, due to them putting more weight on what others think.
If you look at the movies, the ability to not give a flying fark about what others think, in order to pursue doing the right and/or honorable thing is looked upon very positively, especially in the western genre - with High Noon being a good example. I also think of "Bad Day at Black Rock" with Spencer Tracy as the guy who puts honor above worrying about what the town people think, even if that means they may kill him. Steve McQueen's character in Wanted Dead or Alive, often did good, but never wanted the general public to know about it.
I've long outlived my concern about what others think, if I know (or believe) that what I am doing is the right thing for me, or the right thing for others, especially friends and family.
Lesson Learned: When I was a junior in high school, I had a very good female friend, who was tall, thin, beautiful, whip smart and who wanted to pursue a more romantic type relationship with me. I didn't go through with it, because she was Korean and a bunch of my buddies were giving me crap about her being Asian. (Racism was certainly more of a "thing" back then.) Came back for my senior year and she had signed a modeling contract with the Ford Agency, was making something like $5,000 a day doing runway work in Dallas, NYC, and L.A (she had banked over $100,000 that summer alone, which would be like $500,00 today) and was dating a 21 yr old player in the Texas Ranger's farm system. When, I finally talked to her about things, she told me that she had known that my friends were telling me not to go out with her and that she felt that if I cared more about what they thought than I cared about her that I was the one not worth dating in the first place! (And you know what? She was 100% right.)