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Purpose: This study aimed to identify the factors influencing health-promoting behaviors (HPB) among fish market merchants. Methods: A cross-sectional descriptive design including 117 merchants working at a fish market in city C. Data were collected using self-reported questionnaires during April 19-30, 2021, and were analyzed using descriptive statistics, t-test, ANOVA, Scheffé’s test, Pearson correlation coefficients, and stepwise multiple regression analysis with SPSS/WIN 23.0. Results: The scores were 2.68±0.49 for HPB among fish market merchants. Factors significantly influencing HPB among fish market merchants were perceived disabilities (β= -.42, p<.001), self-efficacy (β=.26, p<.001), perceived benefits (β=.16, p=.012), exercise (β=.14, p=.023) and daily working hours (β=-.13, p=.030). These factors accounted for 60.3% of the HPB of fish market merchants. Conclusion: These findings suggest that efforts are needed to reduce perceived disabilities, reduce working hours per day, and develop programs to enhance self-efficacy, perceived benefits, and exercise in order promote HPB among fish market merchants.