Examining car drivers’ intention to pay for traffic safety improvement: an integrated TPB-HBM framework

This study investigates car drivers' intention to pay (ITP) for traffic safety improvement in Peshawar, Pakistan, by integrating the Theory of Planned Behavior (TPB) and the Health Belief Model (HBM). The research involved a face-to-face survey of 554 car drivers and utilized covariance-based structural equation modeling. The results indicate that various factors, such as attitude, perceived behavioral control, perceived susceptibility, perceived severity, perceived benefits, cues to action, and health motivation, positively influence ITP, while perceived barriers reduce it.

The study also highlights the importance of risk communication, affordability, and transparent program design in increasing public support for safety interventions. The findings suggest that integrating TPB and HBM provides a more comprehensive explanation of drivers' support for traffic safety funding than either framework alone.

This research is particularly relevant for middle- and low-income countries, where traffic injury burdens remain high, and public resources for road safety are constrained. Understanding drivers' willingness to pay can help assess the value they place on crash risk reductions and the acceptability of specific safety programs from their perspective.

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