It could also be that the worm tries to incorporate the hair into its burrowing activities. Maybe it uses the hair as a sort of anchor or something to help it move the dirt around in a different way. Since worms are constantly changing their tunnels in the dirt, the hair could be an unexpected tool or obstacle for them. If the hair is long enough, the worm might even wrap itself around it accidentally while moving through the dirt.
The worm might simply try to avoid the hair. Worms are sensitive to their environment and a foreign object like a hair could be something they don't want to touch.
In a more creative sense, the worm could be curious about the hair. Worms explore their environment to some extent. It might investigate the hair, touch it with its sensitive parts to figure out what it is. This could lead to a whole new experience for the worm. It might be the first time it has encountered such a thing in its dirt world. And depending on how the worm interprets this encounter, it could change its behavior in the long run. For example, if it decides the hair is a threat, it might be more cautious in that area of the dirt in the future.