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Background  Understanding factors that affect dental attendance behavior helps in constructing effective oral health campaigns. A socio-cognitive model that adequately explains variance in regular dental attendance has yet to be validated among younger adults in Norway. Focusing a representative sample of younger Norwegian adults, this cross-sectional study provided an empirical test of the Theory of Planned Behavior (TPB) augmented with descriptive norm and action planning and estimated direct and indirect effects of attitudes, subjective norms, descriptive norms, perceived behavioral control and action planning on intended and self-reported regular dental attendance.    Method  Self-administered questionnaires provided by 2551, 25–35 year olds, randomly selected from the Norwegian national population registry were used to assess socio-demographic factors, dental attendance as well as the constructs of the augmented TPB model (attitudes, subjective norms, descriptive norms, intention, action planning). A two-stage process of structural equation modelling (SEM) was used to test the augmented TPB model.    Results  Confirmatory factor analysis, CFA, confirmed the proposed correlated 6-factor measurement model after re-specification. SEM revealed that attitudes, perceived behavioral control, subjective norms and descriptive norms explained intention. The corresponding standardized regression coefficients were respectively (β = 0.70), (β =0.18), (β = − 0.17) and (β =0.11) ( p  < 0.001). Intention (β =0.46) predicted action planning and action planning (β =0.19) predicted dental attendance behavior ( p  < 0.001). The model revealed indirect effects of intention and perceived behavioral control on behavior through action planning and through intention and action planning, respectively. The final model explained 64 and 41% of the total variance in intention and dental attendance behavior.    Conclusion  The findings support the utility of the TPB, the expanded normative component and action planning in predicting younger adults’ intended- and self-reported dental attendance. Interventions targeting young adults’ dental attendance might usefully focus on positive consequences following this behavior accompanied with modeling and group performance.    Electronic supplementary material  The online version of this article (10.1186/s12903-018-0558-7) contains supplementary material, which is available to authorized users.

Applying the theory of planned behavior to self-report dental attendance in Norwegian adults through structural equation modelling approach