Dual language immersion programs are increasing in popularity. Yet little is known about what motivates parents to enroll their children in dual language immersion. The theory of planned behavior posits that behavior is based on attitudes, subjective norms, and perceived behavioral control. The current study was an exploratory evaluation of the utility of the theory of planned behavior in understanding parents' intentions and enrollment in dual language immersion programs (N = 74). Approximately one-third of participants took steps toward enrollment. Parental attitudes significantly influenced behavioral intentions to enroll. For every unit increase in behavioral intentions, there was a 2.78 greater likelihood of enrollment. Implications and future research are discussed.