Background <p>Thai traditional medical postpartum care (TMPC) has been an integral part of traditional practices in Thailand for centuries, offering benefits such as bodily restoration and alleviation of postpartum symptoms. Despite its recognized advantages, the utilization of TMPC has currently declined. This study aimed to investigate the factors influencing the intention to use TMPC among pregnant and postpartum women in Bangkok.</p> Methods <p>A cross-sectional study utilizing a self-administered questionnaire was conducted between September and December 2023 across four hospitals. The data were analyzed using multivariable logistic regression to identify factors associated with the intention to use TMPC.</p> Results <p>Among 485 participants, 55.9% expressed an intention to use TMPC (95%CI: 51.3-60.2%). A secondary education or a vocational certificate (AOR = 3.21, CI 1.30–7.95), a bachelor’s degree or higher (AOR = 4.00, CI 1.51–10.58), sufficient income and savings (AOR = 2.11, CI 1.05–4.23), having used TMPC (AOR = 2.88, CI 1.51–5.49), subjective norm scores greater than the 50th percentile (AOR = 1.98, CI 1.17–3.36), and perceived behavioral control scores greater than the 50th percentile (AOR = 4.04, CI 2.44–6.69) were positive factors associated with the intention to use TMPC.</p> Conclusion <p>The significant factors of intention to use TMPC were education level, financial situation, prior experience with TMPC, subjective norm, and perceived behavioral control. Our findings provide the Thai government with important information that they may use to further their campaigns to encourage usage, such as incorporating services of TMPC, like breast massage and herbal compress, into their usual procedures for postpartum women before discharging hospitals so that they can gain a pleasant experience with Thai traditional medicine.</p> Clinical trial number <p>Not applicable.</p>