Predicting preventive behaviors in urban leisure trips during future pandemics: an integration of the health belief model and VBN theory

Pandemics profoundly affect individuals’ personal and social lives and prompt the adoption of preventive behaviors. This study investigates the determinants of these behaviors using the Norm-Belief-Value (VBN) theory and the Health Belief Model (HBM) within a structural equation model, based on a stated preference questionnaire distributed in Pakdasht, Iran. The findings reveal that altruism significantly influences all beliefs, while health value specifically impacts awareness of adverse consequences and responsibility/benefits. Personal norms mediate the relationship between preventive behaviors and beliefs in both frameworks and responsibility/benefits mediate the connection between awareness of adverse consequences and personal norms. A detailed analysis underscores the pivotal role of awareness of adverse consequences in driving preventive actions during pandemics. The study identifies the influence of gender and being a parent as moderators in the structural equation. These insights contribute novel theoretical perspectives on decision-making and offer practical strategies for effective crisis management and health-related beliefs.