Ajzen’s theory of planned behavior (TPB) has been used to help predict and explain human behavior in specific situations. According to the TPB model, behavior is based on behavioral intention and the three determinants to behavioral intention include attitudes, subjective norms and perceived behavioral control. According to TPB, perceived behavioral control moderates the effect of behavioral intentions on behavior. Previous research has focused on the application of TPB to health behaviors, although some research has been done in educational situations. In addition, dual language immersion (DLI) programs are increasing in popularity, particularly in Utah. The Utah model begins in first grade, and follows a 50/50 model. Because of its researched based program, Utah has become a recognized leader in the field of DLI through its focus on sufficient instruction time, active cognitive engagement, motivation, continuity of learning, and cultural interaction. However, little is known about the factors that motivate parents to enroll their children in DLI. The current study uses longitudinal survey methodology to evaluate how the TPB applies to parents’ intentions and behavior of enrollment in DLI (N = 74). Approximately one third of participants took steps towards enrollment. Results indicate that parental attitudes significantly influenced behavioral intentions to enroll. In addition, for every one-unit increase in behavioral intentions, there was a 2.78 greater likelihood in enrollment. Limitations of sample size and difficulties of recruitment are discussed. Implications of the findings and areas for future research are also presented.