Factors influencing public engagement in fire protection: Applying TPB with moderating effects of participant attributes via PLS-SEM

This study investigates fire prevention behaviors through the Theory of Planned Behavior (TPB), focusing on attitudes toward fire prevention (ATFP), subjective norms (SN), perceived behavioral control (PBC), behavioral intentions (BI), and actual fire prevention behaviors (ABFP). Data from 222 valid responses were collected via an online questionnaire administered in Taipei City and New Taipei City, using validated Likert-scale items. Partial Least Squares Structural Equation Modeling (PLS-SEM) was utilized to analyze these data, complemented by Importance-Performance Map Analysis (IPMA) to inform strategic interventions. The results confirmed significant relationships within the TPB framework, highlighting perceived behavioral control and behavioral intentions as crucial determinants of actual behaviors. Subjective norms had a comparatively weaker influence, aligning with Taiwan's cultural perception of fire safety as an individual rather than societal obligation. Additionally, a moderation analysis identified stronger intention-behavior links among females. These findings enhance existing theoretical models and inform effective public safety strategies. The study recommends implementing practical interventions, including hands-on training and culturally tailored educational programs, to improve perceived behavioral control and reinforce behavioral intentions, ultimately strengthening community-based fire prevention efforts.