Objective To analyze the effect of nursing intervention measures based on behavioral theory for wound aesthetics in parturients undergoing caesarean section. Methods A total of 150 parturients who underwent elective cesarean section in Nanjing Maternal and Child Health Care Hospital from February to October 2022 were selected as the research objects. They were divided into control group and observation group by random number table method, with 75 parturients in each group. The control group was given perinatal nursing, and the observation group was given nursing intervention measures based on behavior theory on the basis of the control group. The width and thickness of cesarean section incision scar, the quality of breastfeeding and the efficacy of breastfeeding were compared between the two groups. Results The width and thickness of scar in the observation group were smaller than those in the control group at 1 month after operation, and the difference was statistically significant (P<0.05). After intervention, the first lactation time of the observation group was shorter than that of the control group, and the lactation volume was higher than that of the control group, the differences were statistically significant (P<0.05). The breastfeeding efficacy of the observation group after intervention was higher than that of the control group, and the difference was statistically significant (P<0.05). Conclusion Nursing intervention measures based on behavioral theory can improve the aesthetic degree of scar after cesarean section, and improve the quality and efficiency of breastfeeding.