{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,8,28]],"date-time":"2026-08-28T05:18:14Z","timestamp":1787894294782,"version":"build-2784847793"},"reference-count":74,"publisher":"Frontiers Media SA","license":[{"start":{"date-parts":[[2026,8,28]],"date-time":"2026-08-28T00:00:00Z","timestamp":1787875200000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"DOI":"10.13039\/100022889","name":"Universidad Nacional Toribio Rodr\u00edguez de Mendoza de Amazonas","doi-asserted-by":"publisher","id":[{"id":"10.13039\/100022889","id-type":"DOI","asserted-by":"publisher"}]}],"content-domain":{"domain":["frontiersin.org"],"crossmark-restriction":true},"short-container-title":["Front. Psychol."],"abstract":"<jats:p>HIV prevention remains a priority challenge in Indigenous communities, where conventional public health strategies often fall short by failing to adequately incorporate the cultural factors associated with preventive behavior. This study addresses this gap by integrating Hofstede's individual cultural dimensions with the Theory of Planned Behavior (TPB) to analyze HIV prevention intentions in Awaj\u00fan and Wampis native communities of the Peruvian Amazon. Using a quantitative structural equation modeling design, the relationship between cultural values on attitudes, subjective norms, and preventive behavior intentions was examined. The results show that cultural dimensions are associated with the TPB constructs in different ways. Long-term orientation and masculinity showed positive and significant associations with attitudes toward HIV prevention, although uncertainty aversion exhibited a negative effect, and indulgence did not show a significant relationship. At the normative level, power distance and indulgence emerged as significant positive predictors of subjective norms, while collectivism did not show a direct effect. Consistent with the TPB, attitudes, subjective norms, and perceived behavioral control were significant positive predictors of the intention to prevent HIV, with perceived behavioral control showing the strongest predictive effect. These findings provide novel empirical evidence on the differential role of individual cultural values within the TPB framework and highlight the importance of considering cultural orientations and perceived capabilities when designing HIV prevention strategies in indigenous contexts.<\/jats:p>","DOI":"10.3389\/fpsyg.2026.1789791","type":"journal-article","created":{"date-parts":[[2026,8,28]],"date-time":"2026-08-28T04:31:30Z","timestamp":1787891490000},"update-policy":"https:\/\/doi.org\/10.3389\/crossmark-policy","source":"Crossref","is-referenced-by-count":0,"title":["Cultural values and HIV prevention intentions: integrating Hofstede's dimensions and the theory of planned behavior in Amazonian Indigenous communities"],"prefix":"10.3389","volume":"17","author":[{"given":"Angelica Mar\u00eda","family":"Carrasco Rituay","sequence":"first","affiliation":[{"name":"Instituto de Investigaci\u00f3n en Negocios Agropecuarios \u2013 INNA, Universidad Nacional Toribio Rodr\u00edguez de Mendoza de Amazonas","place":["Chachapoyas, Peru"]},{"name":"Facultad de Educaci\u00f3n y Ciencias de la Comunicaci\u00f3n \u2013 FECICO, Universidad Nacional Toribio Rodr\u00edguez de Mendoza de Amazonas","place":["Chachapoyas, Peru"]}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"River","family":"Ch\u00e1vez Santos","sequence":"additional","affiliation":[{"name":"Facultad de Educaci\u00f3n y Ciencias de la Comunicaci\u00f3n \u2013 FECICO, Universidad Nacional Toribio Rodr\u00edguez de Mendoza de Amazonas","place":["Chachapoyas, Peru"]},{"name":"Grupo de Investigaci\u00f3n Comunidad de Responsabilidad Educativa de Amazonas, Universidad Nacional Toribio Rodr\u00edguez de Mendoza de Amazonas","place":["Chachapoyas, Peru"]}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Omer","family":"Cruz Caro","sequence":"additional","affiliation":[{"name":"Grupo de Investigaci\u00f3n Comunidad de Responsabilidad Educativa de Amazonas, Universidad Nacional Toribio Rodr\u00edguez de Mendoza de Amazonas","place":["Chachapoyas, Peru"]}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Polito Michael","family":"Huayama Sopla","sequence":"additional","affiliation":[{"name":"Instituto de Investigaci\u00f3n en Negocios Agropecuarios \u2013 INNA, Universidad Nacional Toribio Rodr\u00edguez de Mendoza de Amazonas","place":["Chachapoyas, Peru"]}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Roger","family":"Guevara Gonas","sequence":"additional","affiliation":[{"name":"Facultad de Educaci\u00f3n y Ciencias de la Comunicaci\u00f3n \u2013 FECICO, Universidad Nacional Toribio Rodr\u00edguez de Mendoza de Amazonas","place":["Chachapoyas, Peru"]}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"1965","published-online":{"date-parts":[[2026,8,28]]},"reference":[{"key":"B1","doi-asserted-by":"publisher","first-page":"209","DOI":"10.3390\/life15020209","article-title":"Innovative diagnostic approaches and challenges in the management of HIV: bridging basic science and clinical practice","volume":"15","author":"Afzal","year":"2025","journal-title":"Life"},{"key":"B2","doi-asserted-by":"publisher","first-page":"179","DOI":"10.1016\/0749-5978(91)90020-T","article-title":"The theory of planned behavior","volume":"50","author":"Ajzen","year":"1991","journal-title":"Organ. 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