Abstract Background Approximately one third of the dementia cases are attributed to modifiable risk factors, including physical inactivity, unhealthy diet, excessive alcohol use and smoking (Livingston et al., 2017). Positive health beliefs and attitudes towards dementia (risk reduction) may encourage adopting a healthy lifestyle. We aimed to investigate the association between health beliefs and attitudes towards dementia and the intention‐to‐change health behavior for dementia‐risk‐reduction among the Dutch general population. Method A random sample of 4500 residents of the municipality of Groningen (The Netherlands), aged 30 to 80 years, was invited to complete an online survey. Health beliefs and attitudes were measured using the cross‐cultural validated Dutch Motivation to Change Lifestyle and Health Behavior for Dementia‐Risk‐Reduction scale (perceived susceptibility, perceived severity, perceived benefits and barriers, cues to action, general health motivation, self‐efficacy). The intention‐to‐change health behavior (physical activity, diet, alcohol consumption, and smoking) was measured using the stages‐of‐change (contemplation and preparation stage versus pre‐contemplation, action or maintenance stage). We used multiple logistic regression analyses adjusting for potential confounders (age, sex, education, employment). Results 655 residents participated in the survey (mean(SD) age: 58(13.4) years, 54% female). Sixty percent were physically inactive, 44% were excessive‐alcohol‐users, 13% were smokers and all participants (100%) had a poor‐to‐moderate adherence to the Mediterranean‐DASH‐Intervention‐for‐Neurodegenerative‐Delay (MIND)‐diet. Older participants had higher scores on perceived severity and lower scores on perceived benefits, perceived barriers and self‐efficacy. Participants with a higher education level had higher scores on perceived benefits and self‐efficacy, but lower scores on perceived barriers. Overall, positive attitudes and health beliefs towards dementia‐risk‐reduction are associated ...