Integrating individual consciousness and indigenous culture to predict university students’ STIs preventive health behaviours: Reinvigorating Africa’s forgotten longevity antidote

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.