Constructs of the Theory of Planned Behavior in Health Information-Seeking Behavior of Pregnant Women in Iran: A Qualitative Study

Abstract

Objectives: The aim of this study was to explore the constructs of the theory of planned behavior (attitude, subjective norms, perceived behavioral control) in health information seeking behavior among Iranian pregnant women. Methods: This is a qualitative study with an interpretive phenomenological approach involving 23 in-depth semi-structured interviews with pregnant women at 12-36 weeks of gestation. The data were analyzed using inductive qualitative content analysis by MAXQDA software. For validation, the coding process was performed by two independent researchers, and a Cohen’s kappa agreement coefficient of 0.85 was calculated. The extracted codes were reviewed and finalized in group discussion sessions with the research team. In addition, some of the findings were confirmed by the participants, and the researchers’ triangulation method was used to increase reliability. Results: A total of 115 concepts were identified across three main constructs and 10 components. Attitude toward behavior (30 concepts) included positive/negative beliefs and outcome assessments; subjective norms (32 concepts) included injunctive/descriptive norms and motivation to comply; and perceived behavioral control (53 concepts) included internal/external control, barriers and facilitators. Attitude toward behavior emerged as the most salient construct in participants’ accounts of health information seeking. Conclusions: Health information seeking behavior of pregnant women is affected by complex interactions of three theoretical constructs. Cultural, social, and economic factors play moderating roles in this regard. The results provide a foundation for designing targeted interventions to improve this behavior and enhance maternal and fetal health. © 2026 The Author(s);.