Role of health belief model and health consciousness in explaining behavioral intention to use restaurants and practicing healthy diet

Purpose The aim of this paper is to study the association between health consciousness, health belief model and intention to engage in healthy activities in addition to use restaurants. Design/methodology/approach An electronic questionnaire was distributed through social media and university website including questions on demographic variables and Likert scaled aspects of health consciousness, health belief model and behavioral intention to practice healthy habits and use fast-food restaurants. Findings A total of 92 Palestinian adults participated in this study. Age 28.5 ± 9.7 years. Of the studied group, 28.6% were males, body mass index = 24.4 ± 4.1 kg/m2. Average health consciousness was 12.3 ± 3.1, health belief model (susceptibility = 10.4 ± 6.8, severity = 12.7 ± 7.2, benefit = 28.1 ± 5.3 and barriers = 17.8 ± 6.8) and for behavioral intention = 21.1 ± 6.4. In final regression models, only benefit was significantly associated with health consciousness (B = 0.18 ± 0.07, p = 0.012) and behavioral intention B = 0.26 ± 0.13, p = 0.05). Only barrier and severity were associated significantly with number of using restaurants weekly (0.04 ± 0.02, p = 0.03) and (0.05 ± 0.02, p = 0.004), respectively. Research limitations/implications Health belief model partially explained use of restaurants and healthy lifestyle among Palestinians. This is a cross-sectional design and future clinical trials are needed. Originality/value To the best of the authors’ knowledge, this is the first study to address the role of health belief model and health consciousness in improving dietary style and habits.