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

Author

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  • Alireza Mahpour
  • Ali Rahimi
  • Amirhossein Baghestani
  • Mahyar Mollajani

Abstract

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.

Suggested Citation

  • Alireza Mahpour & Ali Rahimi & Amirhossein Baghestani & Mahyar Mollajani, 2026. "Predicting preventive behaviors in urban leisure trips during future pandemics: an integration of the health belief model and VBN theory," Transportation Planning and Technology, Taylor & Francis Journals, vol. 49(5), pages 1226-1256, July.
    • Handle: RePEc:taf:transp:v:49:y:2026:i:5:p:1226-1256
    DOI: 10.1080/03081060.2025.2487818
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