Predictor factors of preventive behaviors based on Extended Parallel Process Model (EPPM) in residents of Bushehr province in 2021

Covid-19 preventive behaviors are essential, and designing messages that convey a sense of danger is essential to creating these behaviors. One of the most widely used models for designing danger messages is the Extended Parallel Process Model (EPPM). Therefore, the aim of this study was to determine the predictors of preventive behaviors based on EPPM. 

In this cross-sectional study, 1455 participants over 18 years old living in Bushehr province in cities of Bushehr, Genaveh, Tangestan, and Assaluyeh were selected by multi-stage sampling method. Data were collected online using valid and reliable questionnaires including demographic questions, constructs of the EPPM about individuals' perception of Covid-19, and preventive behaviors (hand washing and masking). Data were analyzed in SPSS software version 22. 

Out of 1455 participants, 877 (60.3%) had preventive behaviors. According to the results, the highest rate of hand disinfection by people after attending public places was 97.5% and the highest rate of wearing a mask was 98.7% in the presence of medical centers.  The constructs of perceived susceptibility, severity, and self-efficacy were predictors of preventive behaviors, and self-efficacy was the strongest predictor. Among the participants in the study, 914 (62.8%) were in the fear control process of preventive behavior, in which the highest defense response, has been about avoidance.

In order to promote preventive behaviors, people's perceptions of the threat of disease should be increased in health messages, and people's understanding of self-efficacy should be improved by using various methods, including verbal persuasion, modeling, step-by-step goal setting, and so on.