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The rise of crimes and violence against women are evident worldwide. The self-protection and behavioral aspects however are underexplored. The need for assessment for safety such as the purchasing intentions of safety tools should be considered to promote the mitigation and reduction of violence and crimes against women, may it be in households or outdoors. This study aimed to holistically analyze the determinants of behavioral intentions to purchase self-defense tools among women. Focusing on the Philippines, the structural equation modeling considering the extended theory of planned behavior (TPB) and protection motivation theory (PMT) integrated model was completely analyzed. A total of 553 valid respondents were purposively gathered to completely assess the behavioral domains and protective behaviors of women. From the results, self-efficacy showed the most significant factor affecting purchasing intentions, followed by behavioral intentions, and the behavioral domains under TPB. Moreover, indirect effects of PMT variables to purchasing intentions were seen; highest from understanding of safety, perceived risk, and then perceived severity. The extended latent variable such as perceived safety showed an indirect effect while buying impulse showed a direct significant effect on purchasing intentions. This is considered as the first study that assessed the different variables affecting purchasing intentions of self-defense tools. The findings of this study would provide a gateway as benchmark for how women feel, behave, and seeks protection. Implementing the suggestion with other aspects would end up promoting the overall safety of a country, not just for women, but for all victims against crime and violence.

Street crime is one of the world’s top concerns and a surge in cases has alarmed people, particularly women. Related studies and recent news have provided proof that women are the target for crimes and violence at home, outdoors, and even in the workplace. To guarantee protection, self-defense tools have been developed and sales are on the rise in the market. The current study aimed to determine factors influencing women’s intention to purchase self-defense tools by utilizing the Protection Motivation Theory (PMT) and the Theory of Planned Behavior (TPB). The study applied multiple data analyses, Machine Learning Algorithms (MLAs): Decision Tree (DT), Random Forest Classifier (RFC), and Deep Learning Neural Network (DLNN), to predict purchasing and consumer behavior. A total of 553 Filipino female respondents voluntarily completed a 46-item questionnaire which was distributed online, yielding 22,120 data points. The MLAs output showed that attitude, perceived risk, subjective norm, and perceived behavioral control were the most significant factors influencing women’s intention to purchase self-defense tools. Environment, hazardous surroundings, relatives and peers, and thinking and control, all influenced the women’s intention to buy self-defense tools. The RFC and DLNN analyses proved effective, resulting in 96% and 97.70% accuracy rates, respectively. Finally, the MLA analysis in this research can be expanded and applied to predict and assess factors affecting human behavior in the context of safety.