ABSTRACT
Little is known about the evaluative and cognitive foundations for adopting preventive measures to reduce the spread of COVID-19. Recognizing the existence of a gap in the knowledge describing the intention and behavior of participating in health measures, this study investigated the drivers that contribute to the intention to take health protective measures among 305 rural youth from the Dashtestan Region, Bushehr Province, and southern Iran, reached through an online survey. Protection motivation theory (PMT) served as the theoretical framework for the study. It was able to forecast variation in intentions and behaviors with accuracies of 39 and 64%, respectively. Furthermore, the variables of response efficiency, perceived severity, and self-efficacy had a positive and significant effect on protective intentions. Additionally, perceived severity, self-efficacy, and intention produced a positive and significant impression on behaviors, with most of the behavioral variance being accounted for by intention, as was hypothesized. In conclusion, it is suggested that health development including training measures that take account of both the concrete issues of health resources and technologies and of more abstract ones, such as mindset readiness, are important for engagement in positive health care behaviors. Accordingly, training-based interventions for rural youth should be contemplated, with the object of changing their intentions.