A Causal Model of Factors Affecting Health Information–Seeking Behavior of Muslim Older Adults in Pattani Province, Thailand

Background: Muslim older adults in Pattani Province, Thailand, face persistent challenges in health literacy, particularly in accessing and critically evaluating health information. The abundance of online resources complicates identifying credible content. Despite the importance of health literacy, limited research has examined how theoretical constructs such as health literacy (HL) and protection motivation theory (PMT) explain health information-seeking behavior (HISB) among marginalized older populations. Addressing this gap is essential for developing culturally sensitive interventions.Objective: To develop and validate a causal model of factors influencing HISB among Muslim older adults in Pattani Province, Thailand.Methods: A causal research design was employed. Data were obtained from 400 Muslim older adults through structured interviews and standardized HISB questionnaires. Statistical analyses included confirmatory factor analysis (CFA) and structural equation modeling (SEM).Results: Health literacy exerted a strong and statistically significant direct influence on HISB (β = .89, p < .001. The model explained 44% of the variance in health literacy and 63% in HISB.Conclusion: Health literacy is a pivotal determinant of HISB among Muslim older adults in Pattani. Interventions that strengthen comprehension, critical appraisal, and application of health information are essential. Guided by HL and PMT frameworks, community-based strategies can enhance health outcomes, treatment adherence, and self-care advocacy. These findings provide evidence for designing culturally tailored interventions and inform public health policy.