Z. Tabibi, K. Pfeffer

Pages: 89-102

Abstract
Poor compliance with traffic regulations is one of the main causes of RTIs in Iran. This study examined the factors influencing the intention of Iranian drivers to comply with traffic rules. Factors investigated were demographic variables (age, gender, education, driving history) and psychological variables (moral norm, affective reaction, prior behaviour and Theory of Planned Behaviour variables). This descriptive study was conducted on 699 individuals having a full driving licence. Participants completed a questionnaire comprising demographic items, Theory of Planned Behaviour items and 10 driving violations items. Regression analyses found that instrumental and affective attitude, descriptive norm, perceived ease, moral norm, affective reaction and prior behaviour predicted intentions. Traffic accidents and fines related to prior behaviour and all the TPB variables except for instrumental attitude. Women scored higher for descriptive norm, and lower for prior behaviour. Important social cognitive factors for predicting intention were components of instrumental and affective attitude, descriptive norm, perceived ease, moral norm, affective reaction and prior behaviour. Age, educational level and length of driving did not relate to the TPB variables. Gender differences were found in descriptive norm, prior behaviour and traffic fines. Potential aapplications of the results to future Iranian road safety educational policies and programs were highlighted in the conclusions.

Keywords: theory of planned behaviour; attitude; road safety; driver behaviour; driving violation