An earlier study reported that greater knowledge of AI (i.e., knowing correctly the modes of AI transmission, occupational groups at risk for AI infection, and proper AI preventive measures) among poultry workers was associated with increased odds of adopting preventive measures, including wearing protective clothing and face masks [19] . Adding to the literature, our study further found that, compared with participants who misperceived that AI fatality rate is lower than that of pandemic H1N1, those with correct knowledge were more than 4 times as likely to practice the recommended AI preventive behavior. Another study, conducted among adults in the general population, also reported that participants who had correct knowledge about AI were more likely to practice AI preventive behavior [27] . While these prior studies also identified knowledge of AI, such as modes of AI transmission, to be a significant factor for increased preventive behavior, our study discovered that to promote the recommended AI preventive behavior, it is crucial to inform the public specifically of the AI fatality rate. In addition, unlike most previous research [18] [19] [20] which focused on poultry workers or the general public, this study expanded this line of research by examining AI preventive behavior and related factors among traditional market workers and shoppers.