Aim <p>Urinary incontinence is highly prevalent among women and affects multiple aspects of daily life. Early intervention can increase the likelihood of symptom improvement or remission. This study aimed to investigate health-related behaviours in women with urinary incontinence.</p> Subjects and methods <p>In this cross-sectional study, 720 randomly selected adult women completed a questionnaire including sociodemographic data, the <i>International Consultation on Incontinence Questionnaire Short Form</i> (ICIQ-UI SF), and questions on motivators and barriers to health-related behaviour. Odds ratios were calculated to identify factors influencing medical help-seeking and self-initiated measures.</p> Results <p>Urinary incontinence was reported by 51.4% of participants (<i>n</i> = 370). Of these, 33.2% had sought medical help, while 57.6% had taken self-initiated measures. Physician visits were more likely among older, multiparous women, those with more severe symptoms, negative impact on sexual life, and better knowledge of treatment options, whereas doubts about treatment efficacy reduced help-seeking. Self-initiated measures were more common among women with higher socioeconomic status, good knowledge of treatment options, and a clear understanding of pelvic floor training.</p> Conclusion <p>Despite high prevalence, few women seek medical care, whereas self-initiated measures are more frequent. Perceived threat and outcome expectations, perceived behavioural control, and self-efficacy influence health-related behaviours. Higher health literacy facilitates access to knowledge and skills, strengthening self-efficacy and increasing engagement in health-promoting actions. These findings highlight the importance of targeted education and awareness-raising to improve health literacy and support effective management of urinary incontinence.</p> <p>The study is registered in the German Clinical Trials Register (DRKS00035782).</p>