The aim of this study was to apply the theory of planned behavior methodology to identify factors that influence the intention of pregnant Black to quit drinking alcohol. The findings support the theory of planned behavior (Ajzen, 1991) as the direct measure variables were all significantly correlated with intention to quit drinking. The results in this study indicated that attitude, subjective norm, and perceived behavioral control account for 55% of the variance in intention. This compares with 41% found in McMillian and Conner’s (2003) theory of planned behavior study which examined intention to quit drinking among college students.

This study is not without its limitations. The focus group and the questionnaire results were based on self reports. It is possible that the self reports underreported alcohol use or over reported abstinence, which is a limitation to the study. However, other studies have shown self reports regarding alcohol use to be valid (Brady, Gold, Killeen, Tyson, and Simpson, 2003; Del Boca and Darkes, 2003; Midanik, 1988).
A further limitation was that the variables for subjective norm and perceived control were highly intercorrelated and factor analysis was unable to identify underlying factors for these variables. An increased sample size may have yielded stable factors for normative and control beliefs.

The convenience sampling technique could have recruited study participants who, for various reasons, skewed results. In addition, incentives provided to participants may have recruited individuals simply because of the desire to receive the incentive.

This study, however, has provided considerable information which can augment current literature on the use of the theory of planned behavior in predicting intention for abstention from alcohol use. This study also provides additional information on factors related to drinking patterns associated with Black pregnant women.

Information gained could be used to develop interventions geared toward assisting Black pregnant women in quitting drinking during pregnancy. Respondents who believed that an improvement in health would result for both themselves and their baby had a more positive attitude toward abstention. Putting this together with the finding that increased perceived control over abstention went with having information about the bad things that would happen to their baby and seeing things about the effect of drinking on their baby provides a strong argument for emphasis on health in programs to increase abstinence during pregnancy. Such emphasis should include improved health for the mother and the baby, decreased risk for negative pregnancy related outcomes, and decreased risk for negative health outcomes later in the life of the baby.