Behavioral Control Research Articles

Contraceptive Attitudes and Beliefs of Women With Sickle Cell Disease: A Qualitative Study

ObjectivesWe aimed to qualitatively explore factors influencing contraceptive use in women living with sickle cell disease (SCD). Study DesignWe conducted a semi-structured qualitative study using data from interviews with reproductive-aged women with SCD. The Theory of Planned Behavior, which describes an individual's attitudes, subjective norms, and perceived behavioral control as drivers of a health behavior, served as a framework for data collection and thematic analysis. ResultsWe analyzed interviews from 20 participants. Attitudes toward contraception showed skepticism regarding hormonal contraception and concern about adverse effects of contraception related to SCD. The role of subjective norms in contraceptive choice depended on whether participants possessed trusted sources of information, such as health care providers, family, and friends, or whether they relied on themselves alone in their contraceptive decision-making. The influence of health care providers was complicated by inconsistent and sometimes conflicting counseling. Finally, with regard to participants’ perceived control in their contraceptive choices, some were motivated to alleviate menstrual pain or prevent SCD-related pregnancy risks, but many reported feeling disempowered in contraceptive decision-making settings because of their demographic characteristics or pressure from health care providers. ConclusionsWomen living with SCD are influenced by many factors similar to those documented for other populations when making decisions about contraception. However, SCD amplifies both the importance and risks of contraception and may also complicate individuals' autonomy and contraceptive access. Hematology and reproductive health providers should recognize the risk of coercion, maximize patients’ reproductive agency, and coordinate reproductive health counseling for patients with SCD.

Beyond borders: A cross‐cultural analysis of consumption and purchase behaviour of sweeteners in yoghurts

AbstractThe study explored the sociocultural influences on sugar consumption in three distinct countries: New Zealand, France, and Singapore. It employed the theory of planned behavior (TPB) alongside consumer perception and acceptance factors, such as sugar consciousness, product labeling, sugar substitution with sweeteners, and perceived flavor, to investigate participants’ behaviors regarding various yogurt types. Data was gathered through web surveys in each country, analyzed through partial least squares (PLS)–confirmatory factor analysis to create country‐specific conceptual frameworks, and then validated using PLS‐path modeling to assess the correlations between TPB and consumer perception constructs. The results indicated that perceived behavioral control positively influenced intentions to reduce sugar intake in participants from New Zealand and Singapore. Sugar consciousness exhibited a positive correlation with behavioral intentions across all three countries, suggesting heightened awareness of sugar intake motivates individuals to cut back. Notably, the presence of labels and claims showed negative correlation with perceived flavor, among the participants from New Zealand and France, suggesting that food researchers must navigate a delicate balance between labels and flavor to successfully design and market sugar‐reduced products. Further analysis, PLS‐multigroup analysis revealed significant difference in the impact of subjective norms on attitude between participants from different countries. Singaporeans placed stronger value on others’ approval for consuming less sugar‐sweetened yogurt, whereas French and New Zealand participants had a more neutral stance. This study's novelty lies in its comprehensive exploration of sociocultural factors, integration of TPB with consumer perception constructs, and tailoring of analysis to each country's cultural context, thereby enhancing our understanding of multicultural sugar consumption patterns.

Rethinking core affect: the role of dominance in animal behaviour and welfare research

This paper critically examines the philosophical underpinnings of current experimental investigation into animal affect-related decision-making. Animals’ affective states are standardly operationalised by linking positively valenced states with “approach” behaviours and negatively valenced states with “avoidance” behaviours. While this operationalisation has provided a helpful starting point to investigate the ecological role of animals’ internal states, there is extensive evidence that valenced and motivational states do not always neatly align, namely, instances where “liking” does not entail “wanting” (and vice versa). To address this limitation, this paper proposes the (re-)integration of dominance as a dimension of affect. In particular, I argue that dominance, construed as a measure of organisms’ self-assessed behavioural control, can provide the necessary nuance to understand animal affect-related decision-making. Thus, after addressing the theoretical and methodological challenges related to incorporating dominance into a definition of “core affect”, this paper introduces the “Valence-Arousal-Dominance” model of animal affect. This model is explored for its potential applications in two domains. Firstly, in the study of animal affect-related decision-making under predation risk, and secondly, in the study of animal wellbeing. Through these applications, this model aims to bring experimental paradigms of animal affect-related behaviour closer to ecologically relevant scenarios.

Cybersecurity Awareness, and Cybersecurity Behavior of High School Students in Davao City: A Mediation Role of Perceived Behavioral Control

This study aims to determine the mediating effect of perceived behavioral control in the relationship between cybersecurity awareness and cybersecurity behavior of high school students in Davao City, Philippines drawing on the Theory of Planned Behavior (TPB). Using a quantitative approach, data were collected through a survey questionnaire distributed to 100 high school students in a private school in Davao City. Established measures were used to assess cybersecurity awareness, perceived behavioral control, and cybersecurity behavior, with strict adherence to ethical considerations and data confidentiality. The study discovered a significant positive correlation among students' cybersecurity awareness, perceived behavioral control, and cybersecurity behavior. Both awareness and perceived control were found to be strong predictors of cybersecurity behavior, indicating that students with higher awareness and confidence in their abilities are more likely to engage in positive cybersecurity practices. These findings underscore the importance of educational efforts in promoting cybersecurity behavior among high school students. By enhancing cybersecurity awareness and promoting a sense of control among students, educators, and policymakers can better prepare them to navigate the digital landscape safely. Future research should explore the effectiveness of different educational interventions and assess their long-term impacts on students' cybersecurity behavior.

Physicians’ intentions to use digital tools – a comparative survey, before and after the COVID-19 pandemic, in Southern Sweden

Objectives To describe changes in Swedish primary care physicians’ use of, attitudes and intentions toward digital tools in patient care between 2019 and 2022. Design A survey using a validated questionnaire measuring physician’s intentions to use digital tools based on the theory of planned behavior. Setting Sample of primary health care centers in southern Sweden. Subjects Primary care physicians. Main outcome measures Self-reported use and intentions to use, digital tools including digital consultations by text or video, chronic disease monitoring and artificial intelligence (AI) and the associations between attitudes, subjective norms, perceived behavioral control and behavioral intentions to use digital tools, in 2019 compared to 2022. Results In both 2019 (n = 198) and 2022 (n = 93), physicians reported high intentions to use digital tools. Self-reported use of video was slightly higher in 2022 (p = .03). No other changes were seen in the self-reported use or behavioral intentions to use digital tools. Conclusion The slow adoption of patient-related digital tools in Swedish primary health care does not seem to be explained by a low intention to use them among physicians. Future research on implementation of digital tools should include a focus on contextual factors such as organizational, technical and cultural barriers.

Evidence-based practice - implementation level and attitude among physical, occupational, and speech and language therapists in Germany: status quo.

Evidence-based practice (EBP) is an important component of clinical practice in public health. Its implementation involves interpreting scientific studies and then applying this knowledge to clinical decision-making. In Germany, the therapy professions are often trained in non-academic medical schools, and only a small number of therapists are university graduates. This study assessed the current status of EBP among physiotherapists, occupational therapists, and speech and language therapists and to determine whether academization influences the implementation of EBP in Germany. To assess the EBP implementation level and therapists' attitudes toward EBP, a cross-sectional study was conducted using the German version of the Evidence-Based Practice Inventory (EBPI), which consists of five dimensions: attitude; subjective norm; perceived behavioral control; decision-making; and intention and behavior. The structural validity and internal consistency of the EBPI survey were also tested. Of the 2,412 responses, only 557 were eligible. There were statistically significant differences between academically educated vs. non-academically educated therapists in four of the five EBPI dimensions. Furthermore, four of the five dimensions had sufficient unidimensionality and internal consistency. There are differences between academically educated and non-academically educated therapists regarding EBP knowledge, attitudes, and implementation. Academically educated therapists are more likely to use EBP than non-academically educated therapists. There are still barriers to clinical application that need to be addressed. http://links.lww.com/IJEBH/A195.

GABA and Executive functions in ASD

Gamma-aminobutyric acid (GABA) is a neurotransmitter critically involved in various psychological and behavioral processes. This review highlights the impact of GABAergic dysfunction within specific brain regions on a range of mental disorders, executive processes, self-control, and behavioral regulation.Reductions in GABAergic neurotransmission within distinct brain regions have been consistently associated with several mental health conditions. Within the context of anxiety disorders, depression, and post-traumatic stress disorder (PTSD), alterations in GABAergic function contribute to symptomatology. GABA plays a pivotal role in anxiety and mood regulation, with its impairment linked to symptoms of depression and mood disorders. Dysfunctional GABAergic transmission also contributes to fear dysregulation and features of PTSD. In terms of executive functions, GABAergic neurotransmission affects working memory, attentional control, and inhibitory regulation. Changes in GABA levels have been linked to decision-making abilities, impulsivity, and attention deficits, especially in conditions like attention deficit hyperactivity disorder (ADHD). GABA further plays a crucial role in self-control mechanisms by regulating impulsivity and prefrontal cortex functionality. Substance use disorders, often accompanied by impaired self-control, are significantly influenced by GABAergic system changes. Additionally, GABA's involvement in anxiety and emotional management affects the control of emotional responses. Behavioral control is modulated by GABAergic action in motor circuitry, where GABA provides inhibitory control for motor actions. Spontaneity, aggression, and stress are influenced by GABAergic dysfunction, impacting behavioral control. In the realm of attentional control, GABAergic neurotransmission influences selective attention and sensory salience, maintaining a balance between neural stimulation and inhibition. The study also explores executive function deficits in individuals with Autism Spectrum Disorder (ASD) in relation to GABA levels within specific brain regions. Moreover, GABA and its network connectivity contribute to individual variations in sensory responsiveness, emphasizing the dynamic role of GABA in the phenotypic heterogeneity of ASD. In summary, this research underscores the critical role of GABAergic neurotransmission within specific brain regions in various psychological disorders, executive functions, self-control, behavioral regulation, and attentional processes. Understanding the directional influence of GABAergic changes on behavior and mental health conditions can pave the way for more targeted interventions in neuropsychiatric disorders.

성인 초기 여성의 음식 갈망 조절 유형 분류: 잠재 프로파일 분석

This study investigated latent profiles of food cravings and levels of self-regulation among early adult women in Korea(N=248). Latent profile analysis revealed four profiles: 1) 'lack of regulation group,' 2) 'average group,' 3) 'self-regulation group,' and 4) 'self-discrepancy group.' The majority belonged to the average group (58.5%), characterized by generally adaptive patterns. The self-regulation group exhibited high self-regulation and low food craving levels. Conversely, the group with a lack of regulation demonstrated low self-regulation, high food craving, elevated negative affect and external eating, indicating maladaptive characteristics. The self-discrepancy group displayed low levels of self-discipline and nonimpulsive action regarding behavior control, high levels of food craving and healthy habits and reliability, with the highest levels of emotional eating and restraint eating. Higher socially prescribed perfectionism was associated with the self-discrepancy or lack of regulation group rather than the self-regulation group. Implications and limitations are discussed.

Applying the theory of planned behavior with optimistic bias to understand food safety behaviors of young and middle-aged highly educated Brazilian consumers

Foodborne diseases are commonly linked to food handled in household kitchens, and comprehension of consumers' food safety behaviors is essential for addressing this issue. This study evaluated young and middle-aged highly educated Brazilian consumers' intention to perform food safety behaviors while handling food at home, applying the Theory of Planned Behavior (TPB) extended version with optimistic bias (OB) as a new predictor. Nine hundred and eighteen young and middle-aged highly educated consumers from Brazil responded to an online questionnaire based on the TPB with the addition of OB. The extended version explained 27% of the variance in intention (adj. r2 = 0.27, p < 0.001), while results from the original TPB model showed 25% of the variance (adj. r2 = 0.25, p < 0.001). All predictors (attitude, subjective norm, perceived behavioral control, and OB) positively and significantly influenced behavioral intention. The extended version of the theory is a useful instrument for understanding consumers' intention to perform food safety behaviors. Moreover, Brazilian consumers’ beliefs should be considered in marketing and governmental campaigns to increase food safety.

유료 온라인 뮤지컬 소비자의 관람 행동 연구 - 확장된 계획적 행동이론을 바탕으로

This research aimed to investigate the viewing behavior of paying online musical consumers based on the Extended Theory of Planned Behavior. To achieve this, we initially analyzed the impact of the variables comprising the Theory of Planned Behavior model, including attitude toward attendance, subjective norms, and perceived behavioral control, on the intention to attend. Subsequently, we examined the influence of the selection attributes of paid online musicals (visual factor, interactive factor, price factor, promotional marketing factor) on viewers' attitudes toward attendance. Results revealed that among the variables constituting the Theory of Planned Behavior model, attitude toward attendance and perceived behavioral control had an impact on the intention to attend. Furthermore, among the selection attributes of paid online musicals, it was found that both the visual factor and the price factor influenced the attitude towards attendance. Lastly, the visual factor and price factor of paid online musicals influenced the intention to attend mediated by the attitude toward attendance. This research provides insights into the consumer behavior patterns related to the monetization of online performances, offering implications for the development of paid audiences for online musicals.

무형문화유산(ICH) 문화정체성 인지와 ICH 진정성 인지가 중국 ICH 제품의 소비의도에 미치는 영향

Intangible Cultural Heritage (ICH) products are consumer goods or services that utilize ICH resources and are commercialized or industrialized, encompassing the value of use, emotional value, and symbolic value of ICH. ICH products have become increasingly important in the Chinese tourism industry and have become a key element of China’s tourism economy. The purpose of this study is to contribute to the study of deliberate consumption of ICH products by considering ICH cultural identity perception and ICH authenticity perception as extended variables of the Theory of Planned Behavior. A survey was conducted with 298 Chinese participants for this study. Data analysis was performed using SPSS 26 and AMOS 24 software to conduct descriptive statistics, factor analysis, and structural equation modeling. The analysis results indicated that ICH cultural identity perception influences attitudes toward ICH products, subjective norms, and perceived behavioral control. Therefore, ICH cultural identity perception can influence consumer intention indirectly but does not have a direct impact on consumer intention. On the other hand, ICH authenticity perception was found to have a positive impact on attitudes toward ICH products, subjective norms, perceived behavioral control, and consumer intention. Additionally, subjective norms and perceived behavioral control significantly influence consumer intention, while attitudes toward ICH products do not. However, emotional value was confirmed to play a moderating role. In conclusion, the study confirmed that ICH cultural identity perception and ICH authenticity perception of visitors to ICH tourist sites have a positive impact on consumer intention for ICH products. The findings of this study are expected to be helpful in formulating marketing strategies for ICH products.

Study of Residents’ Ongoing Behavioural Intentions for Regular Bus Travel

With the emergence of novel transportation trends, regular buses have experienced a significant decline in passenger numbers. Consequently, it becomes imperative to conduct studies on passengers’ intentions. This particular investigation employed a meticulously designed survey questionnaire to gather data, and developed a new model that integrates the theory of planned behaviour, technology acceptance model and expectation confirmation theory. The primary aim was to explore the key factors that influence residents’ ongoing behavioural intentions towards regular public bus travel. Furthermore, a gender-based multi-group analysis was conducted to investigate the impact mechanism of gender differences on ongoing behavioural intentions. The new model demonstrates various degrees of positive or negative influences among the variables, thereby confirming its universal applicability. Moreover, the multi-group analysis reveals that compared to gender, travel satisfaction has a stronger impact on women’s intentions, while travel attitude has a stronger impact on men’s intentions to travel by certain mean of transport. Simultaneously, perceived behavioural control does not significantly affect persistent intention for women but has a significant positive impact on persistent intention for men. Furthermore, perceived ease of use does not significantly impact perceived usefulness for women but has a significant positive effect on perceived usefulness for men. These research findings bear great significance in promoting environmentally-friendly travel practices.

Uncovering The Importance Of Halal Toiletries: Determinant Factors Contributing Halal Toiletries’ Purchase Intention

One of the products that needs to have halal label is toiletries. Toiletries are ranked as fourth halal product that receives attention so that they have huge potential to optimize. This research is needed to support the sustainability of halal industry especially toiletries product. This research is aimed at investigating the impact of halal awareness, attitude, subjective norms, perceived behavior control towards halal toiletries’ purchase intention. This study was conducted on 274 respondents through questionnaire as the research instrument. The research findings portrayed a significant impact of halal awareness, attitude, subjective norms, perceived behavior control towards halal toiletries’ purchase intention. Attitude played the role as the partial mediation between halal awareness and halal toiletries’ purchase intention.

Modeling heterogeneous and adaptive homeowners’ decision-making for green retrofit

Green retrofitting (GR) of existing residential buildings is widely acknowledged as a potential solution for addressing climate and energy challenges. However, the realization of GR potential depends on homeowners’ decision-making, as they play a pivotal role in initiating GR and are the primary users of retrofitted homes. Previous studies have explored homeowners’ GR decisions from various perspectives. The majority of these studies may have encountered limitations, such as the use of static analysis methods, homogeneity assumptions, and oversimplified decision processes. These limitations can potentially hinder a comprehensive understanding of homeowners’ GR adoption, indicating the need for further research. To address this research gap, this study develops a decision-making model for homeowners that incorporates multiple dimensions: heterogeneity (e.g., individual attributes and GR motivations), a multi-stage decision process (needs-utility-willingness-adoption), and dynamic adaptability (both at individual and overall networks). The proposed model is empirically validated through Python simulations based on a case study in China. The findings of this study reveal the critical roles of GR needs, perceived (actual) utility, and perceived behavioral control in homeowners’ adoption of GR. Moreover, this study highlights the significance of coordinating homeowners’ overall perceived utility with the specific sub-utility associated with their motivations. Furthermore, empirical evidence underscores the influence of social factors on GR adoption and emphasizes the existence of gaps across different stages of the decision-making process. Drawing from these research findings, policy implications are proposed for promoting housing GR. This research contributes to the advancement of decision models for building GR and provides valuable insights for policymakers to promote housing GR.

Visual analysis of the research frontiers, hotspots and trends of exercise therapy intervention in tumor-related sleep-wake disorders.

To systematically understand the research frontiers, hotspots and development trends of exercise therapy in the intervention of tumor-related sleep-wake disorders, and to provide scientific basis for follow-up research. Downloaded the original research papers on February 26, 2024, from the Web of Science core collection database, on tumor-associated sleep-wake disorders. The data that met the inclusion criteria were imported into the Bibliometric Analysis Platform (http://biblimetric.com), CiteSpace 6.3.R1 and VOSviwer1.6.20 software for visual analysis, and imported into Excel2021. Scientometric analysis was performed with Oringin2021 and PyCharm Community Edition 2022.1.3. A total of 512 original research papers on tumor-related sleep-wake disorders were obtained. The most influential countries in the subject area are the United States, Spain and German, the institutions are the University of California System, Sun Yat Sen University and Northwestern University, etal., the authors are Berger AM, Aaronson NK, Bower JE, etal., and the journals are Cancer, Brit J Cancer and Cancer Nurs. The co-cited references suggest that the current research frontier in the field mainly involves the level, place and program of exercise therapy, including the relationship between physical activity, sedentary behavior and cancer prevention and control. The results of co-occurrence keyword network analysis showed that quality of life, physical activity, breast cancer, exercise, fatigue, and survivors may be the research hotspots in this field, with breast cancer, health, aerobic exercise, adults, and chemotherapy being the most popular. The number of papers published and the research enthusiasm in this field show a steady upward trend. However, there is a lack of influential institutions and scholars, and there is relatively little research collaboration across countries/regions/institutions. The scientific research influence of institutions and scholars in most European and American countries/regions is significantly ahead of that of institutions and scholars in Asian and African countries/regions. But Sun Yat Sen University in China is a relatively active and influential scientific research institution in recent years, which is worthy of attention. In addition, the research frontier of this discipline is the level, place and program of exercise therapy auxiliary intervention, and the research hotspots involve breast cancer, health, aerobic exercise, adults, chemotherapy, etal. Their clinical efficacy needs to be further demonstrated in multi-center, large-sample and high-quality prospective studies.

UNVEILING THE LINK: DOES DIGITAL MARKETING ADOPTION FUEL SUSTAINABLE GROWTH FOR SMEs IN INDONESIA?

The research indicates that the adoption of digital marketing among SMEs in Indonesia significantly contributes to their sustainable growth. The study identifies several key factors that influence this relationship, including attitude toward digital marketing, perceived behavioral control, subjective norm, intention to use digital marketing, and actual use of digital marketing. Specifically, the study highlights that positive attitudes towards digital marketing and subjective norms directly influence the intention to use digital marketing, which subsequently impacts the actual adoption of digital marketing tools. Moreover, the study underscores that the actual use of digital marketing has a direct positive effect on the sustainable growth of SMEs. These findings affirm the potential of digital marketing as a valuable resource for enhancing the sustainable growth of SMEs in Indonesia. By comprehending the factors that drive the adoption and utilization of digital marketing, businesses can develop effective strategies to promote sustainable growth.

Understanding Drivers’ Behavioral attitudes and Intentions to Use Guidance Systems in Urban Complex Parking Lots Based on the C-TAM-TPB Framework

Multi-function services characteristic of complexes, complicated spatial structure, and inaccurate parking guidance in complex parking lots create many issues for drivers, including orientation problems, excessive parking time, and difficultly finding a parking space close to the desired destination. Complex parking lot guidance systems (CPLGSs), if accurately designed, can potentially make a substantial contribution to alleviate these problems and reduce drivers’ travel time while improving the parking experience. However, the extent of this contribution depends on drivers’ acceptance of this technology. This paper reports on the intention of complex visitors to use CPLGSs. Specifically, an integrated model combining the technology acceptance model and the theory of planned behavior was developed and tested to analyze the factors that can affect drivers’ behavioral attitudes and intentions for CPLGSs. Perceived risk is included as an antecedent on behavioral attitude. Data were collected through an online questionnaire, and 810 valid questionnaires were obtained. Results from a structural equation model show that perceived usefulness, subjective norm, behavioral attitude, and perceived behavioral control are positively connected with behavioral intention, while perceived risk is negatively related to behavioral attitude. Findings on mediators are also discussed. In addition, multi-group differences are analyzed, revealing that the use intention of the age ≤ 40 group is more positively influenced by subjective norms compared with the age &gt; 40 group. Moreover, perceived ease of use has a strong influence on behavioral attitude, especially among individuals who travel to a complex frequently. The theoretical implications in this paper are intended to guide the service improvement of CPLGSs and other parking guidance systems.

Predicting Eco-labeled Product Buying Behavior in an Emerging Economy through an Extension of Theory of Planned Behavior

Purpose: This research attempts to explore the determinants of eco-labeled product buying behavior by extending the theory of planned behavior (TPB). Theoretical framework: To build a comprehensive predicting model, environmental knowledge, perceived value, environmental concern, product knowledge, self-efficacy, consumer guilt, and eco-labeling are added to the traditional TPB. Method: The proposed conceptual model was tested by conducting a questionnaire survey on consumers in an emerging economy. The partial least square-based structural equation modeling was used to analyze the data. Results and conclusion: The results showed that product knowledge moderates the relationship between subjective norms and eco-labeled product buying intention. The results also reveal that attitude, perceived behavioral control, and subjective norm mediate the association between environmental concern and eco-labeled product buying intention. In addition to TPB constructs, consumer guilt, eco-labeling, perceived value, self-efficacy, and environmental knowledge significantly affect buying intention. Originality/value: The current research addresses the research gap by empirically examining the in-depth effects, and the underlying mechanism of eco-label informed green purchase and its acceptance in Malaysian perspectives.

Entrepreneurship Education Position and Entrepreneurial Intention: The Perception of Malaysian Undergraduate Students

The objective of this study is to evaluate the influence of Entrepreneurship education factors, as well as personal attitude, perceived behavioural control, and subjective norms on entrepreneurial intentions among undergraduate students. Primary data were obtained from 311 final year students at public universities in east coast Malaysia involving two fields of study (social sciences and science and technology). Descriptive and multiple regression methods were used to analyse the study data. Entrepreneurship education was found to be positively and significantly related to entrepreneurial intention in social science students and the overall study sample. Both variables under the category of entrepreneurial cognitive factors (Personal attitude and Perceived behavioural control) revealed a significant positive influence on entrepreneurial intention. Meanwhile, only for the overall sample did the perceived subjective norm factor have a positively significant relationship with entrepreneurial intention. The findings of the study also revealed that social science students showed higher entrepreneurial intentions compared to science and technology students. This study can accentuate to policymakers and university management that the formation of entrepreneurial intentions among students is dependent not only on cognitive factors, but also on the empowerment of the entrepreneurship curriculum and the entrepreneurship ecosystem on campus.

Factors Affecting the Intention to Implement Pro-environmental Behaviors: A Case of Riverside Communities in Cotabato City Rivers, Mindanao Island, Philippines

Rivers are known to be the emitters of waste in the world’s oceans. Most of the top ten rivers that contribute to the waste in the world’s oceans are situated in the Philippines indicating poor solid waste management in the country. Studies focusing on the pro-environmental behaviors among the riverside communities in the country are very limited. Thus, this study investigates the factors affecting the intention to implement pro-environmental behaviors among the riverside communities along the Cotabato City rivers, Mindanao Island. This study utilizes the Theory of Planned Behavior (TPB) model to determine the factors affecting the intention to implement pro-environmental behaviors (n = 387). Results showed that Attitude (ATT) and Subjective Norms (SN) have significant direct effects on the intention to implement pro-environmental behaviors among the respondents. Moderation analysis showed that gender has significant effects on the relationship between Perceived Behavioral Control (PBC) and Intention (IN) to implement pro-environmental behaviors. The results of this study may provide insights into the policy design to promote and enhance the resident’s intention to implement pro-environmental behaviors for river conservation and protection. Extending the TPB model to assess other internal and external factors that may affect pro-environmental behaviors is recommended for future studies.