Abstract:
Introduction: Sexually Transmitted Infections (STIs) remain a critical public health issue
globally hence promotion of preventive health behaviors has been strongly envisaged.
Although preventive health research has been evident, present literature overlooks the
role of indigenous culture in regulating health behaviors especially in native African
communities.
Theory: This study extends the theory of planned behavior (TPB) with Ubuntu and
African religiosity to predict university students’ behavioral intentions and subsequent
STI-preventive behaviors.
Method: Employing an explanatory design and a quantitative approach, structural
equation modelling (SEM) estimated the model with 274 responses obtained through
a person-administered questionnaire survey at two public universities in Zimbabwe.
Findings: Health attitudes, peer influence, perceived behavioral control, Ubuntu
orientation, and African religiosity positively and significantly predicted behavioral
intentions, which subsequently positively influenced STI-preventive behaviors.
Discussion: This study demonstrates that health promoters need targeted
culturally-responsive approaches that stimulate positive health beliefs towards STIs
prevention, trigger sexual and reproductive health interests through group appeals, and
improve perceived self-efficacy as young adults contemplate adopting recommended
preventive health actions. More importantly, this paper pinpoints the roles of Ubuntuism
and native religiosity as ingrained axioms that could foster health behavior change in
sub-Saharan African communities. Incorporating these underlying cultural themes into
health communication messages could be key levers for sustainable health behaviors.
