Cross-cultural research has highlighted the influential role of health beliefs in shaping responses to health messages and subsequent health behaviour. Research into health behaviour constitutes an interdisciplinary field which studies personal attributes related to health maintenance, restoration and improvement and it embraces concepts related to biopsychosocial health care and behavioural medicine. Health behaviour research is in its infancy in Africa. Particularly in South Africa, where there is a high incidence of diseases requiring high technology medical intervention within a large spectrum of an underprivileged population, there is a need to gain more cross-cultural health behaviour knowledge that would permit the formulation of a health-care education programme specifically designed for local needs. Given this, this study investigated health beliefs amongst a group of black patients who required highly specialized medical treatment. The sample consisted of a random selection of black patients attending a university-affiliated specialized teaching hospital's out-patient clinic for ‘high-tech’ medical or surgical procedures. Results showed statistically significant differences between the health beliefs of rural and urbanized patients and the importance of religious concepts in health beliefs. Further, the patients' health beliefs related to health behaviour were influenced by several other variables including the interaction between socio-economic, cultural, environmental, and other factors. It is argued that, in order to introduce health behaviour changes, these complex sets of beliefs must be taken into account when health-care education programmes are designed.