Psychological Factors Influencing Public Willingness to Pay for Road Safety Improvement
DOI:
https://doi.org/10.5281/zenodo.14290900Keywords:
Accident, Safety Improvement, Policymakers, Psychological FactorsAbstract
Road safety remains a global issue, due to mashroom growth in vehicle ownership pakistan is facing severe problems of road accidents thus, road safety improvement is urged to reduce the accidents. This study examined the psychological factors which motivates road users for safety improvements. Based on theory of planned behavior and latent psychological variables demonstrating personal characteristics and examination of various measures, a structural equation model was applied to investigate public willingness to pay. The developed SEM model was tested with a sample of 1027 respondents. The model demonstrated that public WTP strongly correlates with road condition safety perception, road accident risk perception, behavioral control, attitude towards safety responsibility, driving attitude, perceived fairness, and effectiveness. The study's findings help policymakers to implement, and execute road safety projects and budget sanctions.
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