Best Predictors Of Intention Research Articles

The Decision to Switch to Alternative Cooking Energy in Maputo City: An Application of the Theory of Planned Behavior

The study investigated Maputo citizens’ decision to switch to clean energy. To measure residents’ intention and behavior, the study used Ajzen’s theory, suggesting that attitude, subjective norm, and perceived behavioral control influence intention and behavior. About 300 responses were analyzed using structural equation modeling. The survey revealed that perceived behavioral control was the best predictor of intention and behavior, and suggested that to encourage a widespread transition to sustainable cooking energy, policymakers should focus on increasing awareness of the benefits of this transition, making these energy sources financially accessible and providing education on the safe use of associated equipment.

Intention to Visit Sustainable Tourism Destination After Covid 19 Pandemic

This paper aims to investigate the antecedents of environmental attitude and its influence on intention to visit sustainable tourism destination, which is moderated by individual green value. Purposive sampling method was used to collect the data from 370 respondents. The data was analysed using structural equation model. Out of the four antecedents, environmental identity and enjoyment of nature positively influence environmental attitude that leads to intention to visit. Results also showed that individual green value moderates the influence of environmental attitude on intention to visit sustainable tourism destination. This research suggests sustainable tourism marketers to create message that form positive environmental attitude. This study offers a conceptual model that focusing on environmental attitude as a key variable that is widely proven to be the best predictor of intention.

Customer Satisfaction and Intention to Use Mobile Financial Services: A Systematic Literature Review

The study aims to provide a comprehensive literature review on customer satisfaction and intention to use mobile financial services, to find out the limitations of existing studies, and to guide a direction for future research. This research is narrative and qualitative in nature. There are 58 relevant and related articles selected for the systematic review which were mostly collected from the Scopus database and a few on snowball systems from other authentic databases. Weight analysis performs to identify the best predictors of the existing literatures and descriptive data are presented in tabular and graphical form. The study revealed that D&M IS Success model, TAM, and UTATUT theories have mostly been employed in existing literatures and SEM as frequently applied statistical techniques. Weight analysis disclosed that perceived usefulness, confirmation of expectation, trust, service quality, system quality, information quality, and perceived cost are the best predictors of customer satisfaction and perceived usefulness, satisfaction, self-efficacy, perceived benefit, hedonic motivation, perceived ease of use, and perceived risks are the best predictors of Intention to use MFS. These findings have implications for academicians to take into account such variables for developing new research frameworks and for practitioners in setting business strategies.

Entrepreneurial Intention among Non-Business Students: The Role of Entrepreneurship Education, Interest and University Support

Entrepreneurship in universities has increased its importance as the government is emphasizing on self-employability as a source of employment. In this regard, the government emphasizes the development of entrepreneurial skills at all levels of education and training to help create an entrepreneurial community. Therefore, the main idea of this study is to examine the intentions to become entrepreneurs towards non-business students of UiTM Perak Branch who registers for the entrepreneurship course. A total of 317 students participated in this study. Standard statistical data analysis techniques were used to apply different test such as Reliability. ANOVA and Regression Analysis. The findings of study revealed that all three independent variables (interest, entrepreneurship education and university support) are significant in influencing student’s intention to become entrepreneur. This study indicates that interest toward entrepreneurship is the best predictor of intention to business start-up. For that reason, this university needs to encourage students and develop their interest toward entrepreneurship sector as to produce a young entrepreneur among graduated students.

Predicting students' intention to continue online learning post-COVID-19 pandemic: extension of the unified theory of acceptance and usage technology

PurposeThe purpose of this study is to predict the intention to continue online learning post the coronavirus disease 2019 (COVID-19) pandemic among students in the two largest universities of higher learning in Botswana. Furthermore, the purposes of this study are to elucidate the nexus between performance expectancy and continuance intention to establish the effects of efforts expectancy on continuance intention to investigate the relationship between social influence and continuance intention to determine the relationship between facilitating conditions and continuance intention and to examine the relationship between satisfaction and continuance intention using the extended unified theory of acceptance and usage technology (UTAUT) model postulated by Venkatesh et al. (2003).Design/methodology/approachThe study is based on the descriptive research design, using a structured questionnaire to collect quantitative data from 509 undergraduate and postgraduate students at Botswana's two major Universities using convenience sampling strategy. An online survey was used to gather primary data due to the COVID-19 pandemic. The study employed correlation and regression analysis in testing the five hypothesized relationships.FindingsUsing the extended theory of UTAUT as a theoretical lens, the study found that: performance expectancy, social influence and satisfaction predict continuance intention of online learning services. These factors have shown to be good predictors of intention in previous research. Expectancy effort had no influence on intention.Research limitations/implicationsThe current study covered on only university students from two tertiary institutions; therefore, results cannot safely be generalized to the student population in the country. Therefore, future research should consider enlisting more universities to be more representative, focusing on lecturers, which is an important group in fostering online teaching that could have a spill-over effect on the students' continued online learning.Practical implicationsImplications for online technology selection: These findings suggest that although most universities temporarily adopted online teaching as an emergency solution, students appear to have felt that the outcomes delivered by the system improved their performance. This implies that academic institutions need to consider adjusting the curriculum to promote online learning in the future, whether there is pandemic or no pandemic. Implications for teaching and learning: First, the concept of social influence suggests that lecturers can make use of online chat discussion boards and rooms to foster student collaboration and a sense of community. Second, and finally online service providers should foster a close relationship with students to understand their expectations and extend the performance of their applications to satisfy their users.Originality/valueThis study contributes to literature on online learning during the COVID-19 pandemic period by including satisfaction and continuance intention to the original UTAUT model thus extending the practical value of the model. This study extends knowledge on the factors that determine continuance intention by incorporating satisfaction in addition to the four factors of the traditional UTAUT. The study provides evidence for the predominance of satisfaction over the four traditional factors in predicting intention to continue online learning among students.

Effects of Subjective Norms and Environmental Mechanism on Green Purchase Behavior: An Extended Model of Theory of Planned Behavior

Based on the theory of planned behavior, this paper presents a study on the core components of attitude, subjective norm, perceived behavior control, and introduces a moral emotional variable, namely environmental indebtedness, as the emotional factors in the attitude variable to explore the influencing factors and mechanism of consumer green purchase behavior. To examine the predictors of consumer green purchase behavior, data were collected from Chinese consumers and a total of 408 responses were considered valid. Through comparative analysis, it is found that environmental cognition, descriptive norm, and self-efficacy have a highly significant positive impact on green purchase intention, and self-efficacy was found the best predictor of intention. In addition to that, when environmental indebtedness, self-efficacy, controllability, and green purchase intention jointly have significant effects on green purchase behavior, environmental indebtedness has the best effect. This research offers significant contributions and provides decision-making recommendations.

Antivaccination attitudes and intention to take COVID-19 vaccine in Croatian adult population

BackgroundCOVID-19 vaccine is an effective choice to stop the pandemic. To improve COVID-19 vaccination coverage the better understanding of factors influencing individual intention of vaccination is needed. Antivaccination attitudes (AAs) are important predictors of vaccination behaviour. The aim of this study was to investigate the intention to take COVID-19 vaccine in Croatian adult population and to evaluate factors that influence such intention with emphasis on AAs.MethodsThis cross-sectional questionnaire study was conducted during the June 2020 to December 2020 in convenient sample of adults from Split-Dalmatia County at the primary health care setting. Vaccination Attitudes Examination scale (VAX) was used to assess AAs.ResultsThe study sample consisted of 632 subjects (52.7% males and 47.3% females). The median age of all subjects was 38.0 (interquartile range (IQR) 29.0 - 48.0) years. The overall prevalence of intention to take COVID-19 vaccine was 46.8%. Males and subjects living with the partner more frequently expressed intention to take COVID-19 vaccine (P = 0.001 and P = 0.015 respectively). The study revealed fair negative correlation between AAs and intention to take COVID-19 vaccine (rho=-0.453; P < 0.001). Subjects who did not intend to take COVID-19 vaccine demonstrated larger mistrust of vaccine benefits, more worries over unforeseen future effects, more concerns about commercial profit and larger preference for natural immunity (P < 0.0001, P < 0.0001, P < 0.0001, P < 0.0001, respectively).ConclusionsThe study showed fairly low proportion of subjects who intended to take COVID-19 vaccine. The study revealed that gender, marital status, and AAs are good predictors of intention to take COVID-19 vaccine in study population. The good predictors of intention to take COVID-19 vaccine in Croatian adult population should be considered during COVID-19 vaccination popularization strategies development.Key messages The structured communication campaigns on COVID-19 and COVID-19 vaccines should be developed and directed specifically to all target groups for vaccination.Understanding the factors that could improve the acceptance of COVID-19 vaccination is crucial to design effective vaccination program.

A meta-analysis of the factors affecting eWOM providing behaviour

Purpose Numerous studies have examined factors influencing electronic word of mouth (eWOM) providing behaviour. The volume of extant research and inconsistency in some of the findings makes it useful to develop an all-encompassing model synthesising results. Therefore, the purpose of this study is to synthesise findings from existing studies on eWOM by using meta-analysis, which will help to reconcile conflicting findings of factors affecting consumers’ intention to engage in eWOM communications. Design/methodology/approach The findings from 51 studies were used for meta-analysis, which was undertaken using comprehensive meta-analysis software. Findings Factors affecting eWOM providing behaviour were divided into four groups: personal conditions, social conditions, perceptual conditions and consumption-based conditions. The results of the meta-analysis showed that out of 20 identified relationships, 16 were found to be significant (opinion seeking, information usefulness, trust in web eWOM services, economic incentive, customer satisfaction, loyalty, brand attitude, altruism, affective commitment, normative commitment, opinion leadership, self-enhancement, information influence, tie strength, homophily and community identity). Research limitations/implications One of the limitations of this study is that the studies for this research were collected the only form from Web of Science, Scopus and Business Source such as databases, which result in a limited number of studies available for weight and meta-analysis. A wider range of databases should be used by future research. Also, this study only considered quantitative studies and excluded qualitative studies. Thus, future studies could include both types of studies in the meta-analysis. Practical implications By focussing on the best predictors of intention to provide eWOM communications (e.g. self-enhancement and trust in web eWOM services) managers can improve reader engagement and information assimilation. Knowing motivations to engage in eWOM helps platform operators design their service in a more customer-oriented way. By better understanding motivations to engage in eWOM communications marketers and researchers can influence individuals’ online information assimilation which can affect consumer purchase decisions, customer loyalty and consumer commitment to the community. Originality/value Applying meta-analysis helped the reconciliation of conflicting findings, enabled investigation of the strengths of the relationships between motivations and eWOM providing behaviour and offered a consolidated view. The results of this study facilitate the advancement of current knowledge of information dissemination on the internet, which can influence consumer purchase intention and loyalty.

How Motivation Affects Volunteering Intention: The Mediating Role of Volunteering Experience

Despite the prevalence of volunteering around the world, sustainable participation in voluntary activities is difficult to maintain. Motivation is a good predictor of intention, but little research has examined how motivation affects future volunteering intention, especially autonomous motivation and controlled motivation. Based on motivation theory and cognitive theory, we conducted a two-stage survey using Structural Equation Modeling to study the mediating effect of volunteering engagement and volunteering experience between motivation and future volunteering intention. The results show that different motivations would affect future volunteering intention. Autonomous motivation positively affects volunteering engagement, while controlled motivation negatively affects volunteering engagement. In addition, the higher the level of engagement, the stronger of the meaning and skill acquisition from volunteering activities. In the end, we found that the more meaningful and skill acquisition from volunteering activities, the stronger the intention of volunteering activities in the future. These findings provide new perspectives to provide an alternative method in researching volunteer intention and to strengthen the sustainability of volunteer programs.

Factors that influence e-learning adoption by international students in Canada

In recent years, the global higher education sector is increasingly adopting technology enhanced learning as part of the drive towards innovation in teaching and learning. In order to design and implement a successful e-learning environment, educational providers need to understand students' perceptions of e-learning. This pilot study examines the factors that affect students' intentions to adopt e-learning, namely individual user differences, perceived ease of use, perceived flexibility of use and student satisfaction. Data were collected from 151 international students studying in a Canadian public college via an online questionnaire. Multiple regression analyses revealed that the best predictor of student satisfaction was perceived ease of use, while the best predictor of intention to adopt was perceived flexibility of use. An examination of individual user differences such as gender, age, education, frequency of use and previous e-learning experience revealed that only frequency of use emerged as a predictor of intention to adopt e-learning. The findings provide important insights for colleges and higher educational institutions that are interested in the design and delivery of e-learning courses that would lead to student satisfaction and higher e-learning adoption rates. Further discussion and implications are provided.

Proposing a socio-psychological model for adopting green building technologies: A case study from Iran

Energy crisis, environmental degradation, urbanization, industrialization, and climate change pose serious challenges to sustainable development. The expansion of green buildings (GBs) is regarded both as an effective method for energy consumption and an important strategy in the construction industry. However, in Iran due to lack of knowledge and awareness, uncertainty, and permission-related problems, GBs have failed to attract the attention of developers and purchasers. Therefore, identifying the factors that influence the adoption of GBs in the Iranian setting is still unknown and needs a critical examination. To fill this gap, the present study expands the Technology Acceptance Model (TAM) by adding five factors (including social influence, subjective knowledge, environmental attitude, perceived cost, and trust in responsible organizations) and examining their impacts on building experts’ adoption of GBTs. The sample of the study included 301 GB experts in Tehran City, Iran. Sixteen hypotheses were proposed and tested applying the partial least squares path modeling (PLS) approach. The results indicate subjective knowledge was only a good predictor of intention and did not exercise an influence on attitude and perceived usefulness. Social trust, attitude, and perceived cost also predicted intention. Perceived usefulness was a good predictor of both attitude and intention. Perceived ease of use was a good predictor of perceived usefulness and attitude. The results of this study provide key insights into promoting GBTs, as an effective pro-environmental behavior, in developing countries.

Health Belief Model Scale and Theory of Planned Behavior Scale to assess attitudes and perceptions of injury prevention program participation: An exploratory factor analysis

ObjectivesTo examine the psychometric properties of the Health Belief Model Scale (HBMS) and Theory of Planned Behavior Scale (TPBS), and determine construct validity by evaluating which subscales were most associated with intention to participate in an Exercise-related Injury Prevention Program (ERIPP) within physically active adults. DesignCross-sectional. MethodsTwo hundred and eighty-four physically active individuals volunteered to participate in this study and completed the HBMS and TPBS on one occasion. The HBMS consisted of 39 items and the TPBS consisted of 22 items. Both scales aimed to assess attitudes and perceptions of ERIPP participation. Exploratory factor analysis evaluated the loading factors of the HBMS and TPBS. Linear regression determined if the HBMS and TPBS subscales were predictors of intention to participate in an ERIPP. ResultsNine factors were identified within the HBMS and five factors were identified within the TPBS. The subscales of the HBMS and TPBS had acceptable internal consistencies. Perceived benefits, social norms, and social influence from the TPBS and perceived benefits, individual self-efficacy, and general health cues from the HBMS were positively and significantly associated with intention to participate while perceived barriers had a negative association. ConclusionsThe HBMS and TPBS demonstrated strong psychometric properties to assess behavioral determinants of ERIPP participation within physically active adults. The social influence, social norm, and individual self-efficacy subscales were the best predictors of intention to participate followed by benefits, general health cues, and barriers.

Psychological factors of healthful diet promotion among diabetics: an application of health action process approach.

Background and aimWorldwide, type 2 diabetes mellitus (T2DM) prevalence has increased. Non-healthful diet is one of the main reasons to T2DM growth. This study aims to determine the efficacy of the health action process approach (HAPA) in explaining healthful diet (HD) in T2DM patients.MethodsThis cross-sectional study was conducted based on HAPA in Isfahan, Iran between July and December 2015. Participants were recruited by convenience sampling method. HAPA inventory was administered to 203 Isfahan diabetics. Intentions, outcome expectancies, risk perception, action self-efficacy, action and coping planning, maintenance and recovery self-efficacy, and dietary style were the constructs measured. Structural equation modeling (SEM) in AMOS 21 was used to test the hypothesis.ResultsThe results based on the common fit indices revealed that the HAPA fitted the data acceptably well among the T2DM patients and within dietary behavior (p<0.001), RMSEA=0.082, CFI=0.903, NFI=0.899). Action self-efficacy was the best predictor of intention (β=2.49, p<0.001). Result revealed action and coping planning (β=5.36, p=0.027) and recovery self-efficacy (β=5.67, p=0.021) significantly predicted behavior.ConclusionsOur findings provide preliminary support for the practical usage of the HAPA model for predicting HD intention and behavior among T2DM patients. Randomized controlled trials should be performed in the future in order to involve causality.

Incorporating husband influences into a model of physical activity among older women.

Health behaviour models focus primarily on intrapersonal constructs (e.g., self-efficacy) which are good predictors of intention but less so of actual behaviour. Influences from the social environment, namely from close others, may improve prediction of engagement in ongoing behaviour. This study sought to broadly assess husband influence on physical activity and to determine whether a multidimensional assessment of husband influence would improve prediction of wives' physical activity. A two-wave (separated by 4months) observational study of married women was employed. Women (n=160, Mage =63years) reported intention, planning, and self-efficacy for physical activity as well as previous month physical activity through Wave 1 mailed surveys. In Wave 2 telephone interviews conducted 4months later, women reported on their perception of husband influences and their own physical activity in the previous month. Psychometric analyses supported five components of social support along with social control, injunctive norms, and descriptive norms as a broad assessment of husband social influence on physical activity. Husband influences significantly improved prediction of wives' physical activity, over and above intrapersonal predictors (ΔR(2) =.09). Social control related negatively to behaviour; moderation analyses revealed a strong negative association when women's intentions were low. This work highlights the interpersonal social context and post-intentional influences on daily health behaviour and offers guidance on the expansion of models of health behaviour as well as potential targets for intervention. Statement of contribution What is already known on this subject? Behavioural intentions are the best predictors of behaviour; however, much variability in actual behaviour remains to be explained. Romantic partners are frequent providers of health-related social support and social control. What does this study add? Provides multidimensional assessment of husband influence. Improves prediction of behaviour using husband influences. Demonstrates moderator of social control on behaviour.

Testing five social-cognitive models to explain predictors of personal oral health behaviours and intention to improve them.

To test the ability of several social-cognitive models to explain current behaviour and to predict intentions to engage in three different health behaviours (toothbrushing, flossing and mouthrinsing). Constructs from the health belief model (HBM), theory of reasoned action (TRA), theory of planned behaviour (TPB) and the motivational process of the health action process approach (HAPA) were measured simultaneously in an undergraduate student sample of 172 first-year medical students. Regarding toothbrushing, the TRA, TPB, HBM (without the inclusion of self-efficacy SE), HBM+SE and HAPA predictor models explained 7.4%, 22.7%, 10%, 10.2% and 10.1%, respectively, of the variance in behaviour and 7.5%, 25.6%, 12.1%, 17.5% and 17.2%, respectively, in intention. Regarding dental flossing, the TRA, TPB, HBM, HBM+SE and HAPA predictor models explained 39%, 50.6, 24.1%, 25.4% and 27.7%, respectively, of the variance in behaviour and 39.4%, 52.7%, 33.7%, 35.9% and 43.2%, respectively, in intention. Regarding mouthrinsing, the TRA, TPB, HBM, HBM+SE and HAPA predictor models explained 43.9%, 45.1%, 20%, 29% and 36%, respectively, of the variance in behaviour and 58%, 59.3%, 49.2%, 59.8% and 66.2%, respectively, in intention. The individual significant predictors for current behaviour were attitudes, barriers and outcome expectancy. Our findings revealed that the theory of planned behaviours and the health action process approach were the best predictor of intentions to engage in both behaviours.

Biofortified Cassava with Pro-Vitamin A Is Sensory and Culturally Acceptable for Consumption by Primary School Children in Kenya

BackgroundBiofortification of cassava with pro-vitamin A can potentially reduce vitamin A deficiency in low-income countries. However, little is known about consumer acceptance of this deep yellow variety of cassava compared to the commonly available white varieties. We aimed to determine the sensory and cultural acceptability of the consumption of pro-vitamin A rich cassava in order to identify key factors predicting the intention to consume pro-vitamin A rich cassava by families with school-aged children in Eastern Kenya.MethodsSensory acceptability was measured by replicated discrimination tests and paired preference tests among 30 children (7–12 yr) and 30 caretakers (18–45 yr) in three primary schools. Cultural acceptability was assessed with a questionnaire based on the combined model of The Theory of Planned Behavior and The Health Belief Model in one primary school among 140 caretakers of children aged 6 to 12 years. Correlations and multivariate analyses were used to determine associations between summed scores for model constructs.ResultsCaretakers and children perceived a significant difference in taste between white and pro-vitamin A rich cassava. Both preferred pro-vitamin A rich cassava over white cassava because of its soft texture, sweet taste and attractive color. Knowledge about pro-vitamin A rich cassava and it's relation to health (‘Knowledge’ ((β = 0.29, P = <.01)) was a strong predictor of ‘Health behavior identity’. Worries related to bitter taste and color (‘Perceived barriers 1’ (β = −0.21, P = .02)), the belief of the caretaker about having control to prepare cassava (‘Control beliefs’ (β = 0.18, P = .02)) and activities like information sessions about pro-vitamin A rich cassava and recommendations from health workers (‘Cues to action’(β = 0.51, P = <.01)) were the best predictors of intention to consume pro-vitamin A rich cassava.ConclusionsPro-vitamin A rich cassava is well accepted by school children in our study population.

The problems and solutions of predicting participation in energy efficiency programs

This paper discusses volunteer bias in residential energy efficiency studies. We briefly evaluate the bias in existing studies. We then show how volunteer bias can be corrected when not avoidable, using an on-line study of intentions to enroll in an in-home display trial as an example. We found that the best predictor of intentions to enroll was expected benefit from the in-home display. Constraints on participation, such as time in the home and trust in scientists, were also associated with enrollment intentions. Using Breiman’s classification tree algorithm we found that the best model of intentions to enroll contained only five variables: expected enjoyment of the program, presence in the home during morning hours, trust (in friends and in scientists), and perceived ability to handle unexpected problems. These results suggest that a short questionnaire, that takes at most 1min to complete, would allow better control of volunteer bias than a more extensive questionnaire. This paper should allow researchers who employ field studies involving human behavior to be better equipped to address volunteer bias.

Structural equation modelling and word association as tools for a better understanding of low fish consumption

To develop a model and explain the whole set of relations involved in fish consumption behaviour in a population with low fish consumption (Brazil), an extended Food Choice Questionnaire (FCQ) and the Theory of Planned Behaviour (TPB) questionnaire were applied and structural equation modelling (SEM) was used to test the relationships between constructs. The questionnaires were run on a sample of 200 fish consumers in the city of Rio Grande (RS, Brazil). The results indicated a good fit for the proposed model. Attitude, subjective norms and past experience had direct effects on the intention to consume fish and this was directly associated with fish consumption behaviour. Attitude was inversely correlated to fish consumption. The extended constructs of “health” and “weight control” appeared to be good predictors of intention. A further aim was to analyse the cognitive perception of new fish products by applying word association methodology. Word association proved a useful method for gathering perceptions of new fish products and also helped to explain the results obtained with the structural equation model. The relationship between SEM and word association highlighted that this sample population was very concerned about health and weight control.

Patient Handling Methods Taught in Occupational Therapy Curricula

Sixteen of 100 full-time occupational therapists are injured while performing manual patient handling techniques. We developed a Theory of Planned Behavior self-report questionnaire to determine what educators teach and the behavioral constructs that best predict intention to change curriculum content. Traditional manual patient handling and safe patient handling methods were investigated. The results showed that both methods are taught in most programs; however, only 22% stated that they teach safe patient handling as the standard of practice. Stepwise regression analysis demonstrated that attitude and perceived behavioral control are the best predictors of intention to continue teaching manual transfers as the standard; however, normative belief and attitude best predict intention to teach safe patient handling as the standard. Knowing these predictors will assist in developing strategies to promote a paradigm shift in the way patient transfers are taught.

Adolescent sunscreen use in springtime: a prospective predictive study informed by a belief elicitation investigation

Two studies aimed to understand springtime sunscreen use amongst adolescents and to compare the predictive utility of the theory of planned behavior, descriptive norms, prototype perceptions and planning. In Study 1, a belief elicitation study with N=67 adolescents identified beliefs about, and strategies for, sunscreen use. In Study 2, N=177 adolescents completed measures of direct and belief-based theory of planned behavior measures prototype evaluation and similarity, descriptive norms and planning. Sunscreen use was reported 2months later. In Study 1, sunburn prevention and skin care emerged as the most relevant consequences of sunscreen use. Facilitators were supportive family norms. Sunscreen properties, costs and forgetting were main barriers which were commonly addressed with preparatory actions such as carrying sunscreen. In Study 2, gender, intention and prototype evaluation were predictive of sunscreen use. Positive evaluations of those who use sunscreen were related to lower sunscreen use when controlling for intention, descriptive norm and gender. Belief-based measures were the best predictors of intention. Behavioral, normative and control beliefs are crucial for understanding sunscreen. Future interventions should focus on these beliefs to change intentions.