MOTORCYCLE HELMET USE AND THE THEORY OF TRAFFIC PSYCHOLOGY FOR BEHAVIOR CHANGE IN LAO PDR

Abstract

Recently, there has been growing interest in motorcycle safety in ASEAN countries. Laos has a high death rate of motorcycle riders and the low helmet wearing rate remains a big problem. This study aims to reveal how the helmet-use-campaign activities affected behavior change and explain influential factors regarding the intentions to use helmet among student riders. The data was collected from 219 students and analyzed using the Structural Equation Model (SEM). The Theory of Planned Behavior (TPB) and the
Transtheoretical Model (TTM) were used as a study framework. The TTM results indicated that the student riders’ helmet use was increased, the processes of change positively and significantly correlated with the stages of change at 95% confidence level. Whereas the TPB model showed that the perceived behavioral control was significant with the helmet use intention. Riders’s attitudes and perceived behavioral control were significant with the helmet use behavior. The findings are useful for the responsible authority for planning road safety in Lao PDR.