The Urinary Incontinence (UI) is a distressing condition that represents a significant and prevalent health issue among women, negatively impacting their quality of life. Despite its high prevalence, women with UI presents an avoidant healthcare-seeking behavior, which may reflect a lack of knowledge regarding its etiology, perpetuating and favoring long-term clinical deterioration. Concurrently, researchers have been utilizing the KAP Survey Model to assess the level of knowledge, perception, and attitude towards a specific subject. Thus, this study aims to investigate the knowledge of women, users of primary health care services, about UI based on the KAP Survey Model. For this purpose, an observational Cross-Sectional Cohort study was conducted in a rural city in Northeast Brazil, involving 345 women aged 18 years or older, who were users of primary health care. Data collection was performed through an electronic form, between May and November 2023, based on four questionnaires: an authorial questionnaire to assess sociodemographic, obstetric, and clinical data; the International Consultation on Incontinence Questionnaire-Short Form (ICIQ-SF), to to assess the presence of UI and its severity; the King's Health Questionnaire (KHQ) to assess the impact of UI on quality of life; and the KAP Survey Model related to the Urinary Incontinence (KAP-UI), To assess participants' responses regarding the level of knowledge about urinary incontinence. The data were analyzed using Fisher's exact test or Pearson's chi-square test for dichotomous variables, besides Mann-Whitney test for mean and standard deviation, and T-test for mean comparison. The sample consisted mainly of women aged 18 to 98 years old, 42% were married, 43.2% having completed high school, 71% self-identified as mixed-race, and 46.4% engaged in paid activity. Correlating age with prevalence of UI in younger women, aged 18 to 38 years, it was observed that lower education and lower salaries favored inadequate knowledge. Most participants (99.7%, n=344) recognized UI as a health issue, and 91.6% (n=316) stated that UI is more prevalent in the female population and can occur at any stage of life. However, over half of the sample (55.4%, n=191) considered urinary leakage during pregnancy to be normal. Among the participants, 22.3% (n=77) couldn't name any risk factors for UI, and, among those who did, pelvic organ prolapse was the most mentioned (48.1%, n=166), followed by pregnancy, delivery and instrumental delivery (22.9%, n=79). Only 20.6% (n=71) considered pelvic floor as an important factor for urinary continence.