Abstract
Background: The health of employed individuals has micro- and macroeconomic implications for individuals, nations, and economies. Therefore, the importance of healthy human capital for sustained growth deserves more attention. Preventive healthcare is crucial for maintaining a healthy and productive workforce, as it can mitigate health risks and the impact of chronic health conditions and reduce healthcare costs. This study examined the factors that influence preventive healthcare decisions among IT and ITES working-age adults. This study established a conceptual model using health consciousness, social interaction, public service advertisements, risk perception, perceived value, and health governance as antecedents; attitude as a mediator; and intention to spend as an outcome. Method: Using an online survey, this study gathered data from 601 working-age participants of IT and ITES companies from Hyderabad, Visakhapatnam and Chennai via purposive sampling in a cross-sectional design. Subsequently, analysed the data using R. Lavaan and reported via structural equation modelling, measurement model comparison, and mediation analysis. Results: The results showed that health consciousness, social interaction, risk perception, public service advertisement, and perceived value exhibited favourable influences on attitudes, whereas health governance negatively affected attitudes but positively affected intention. The implications of these findings indicate a nuanced understanding of beneficial interventions, that shall extend beyond merely fostering positive attitudes via health education, boosting social support, and utilizing promotional strategies. They must also tackle issues related to health governance, potentially by enhancing communication and transparency, to facilitate the primary goal of promoting behavioural change. Conclusion: In order to promote preventive healthcare behaviours among individuals of working age, this study emphasizes the necessity for customized policies and interventions that deal with health consciousness, social interaction, and risk perception. The study demonstrated that enhancing perceived value (benefits outweighing barriers) in preventive healthcare services can increase self-efficacy and, consequently, foster stronger intentions. The study also highlighted the impact of health governance, focusing on policy development and regulation, community engagement and participation, and building trust in health systems.
