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ABSTRACT: The present study aimed to identify the elements of the Theory of Planned Behaviour along with health consciousness and determine the role of knowledge as a moderating variable in Pakistan and Malaysia. Three hundred and forty-one observations from Pakistan and 280 observations from Malaysia were acquired through questionnaire; while, confirmatory factor analysis and structural equation modelling was applied for the analysis. The magnitude of the results varied across both countries;doi:10.1590/0103-8478cr20190842 fatcat:mtkwvzhevvaovf6f35l2fmqsiy