Are you willing to drink and drive? An investigation in Indian scenario using an extended prototype willingness model

Driving While Intoxicated (DWI) is a significant threat to traffic safety worldwide, but little is known about the motivational factors behind the willingness to drink and drive especially in low- and middle-income countries (LMICs) such as India. The present study applied an extended version of prototype willingness model (PWM) to investigate the factors predicting the willingness to drink and drive.

One hundred and forty-three participants (77% males) responded to an online survey in India. The survey included the standard PWM constructs such as attitudes, subjective norms, prototype similarity and prototype favourability. Additionally, the measures of traffic fatalism and risk-perceptions were also incorporated to examine their effects on the willingness to drink and drive.

The hierarchical regression model showed that the PWM constructs explained 84% of the variance in willingness to drink and drive. When the additional measures (traffic fatalism and risk perception) were included along with the PWM variables, it resulted in an increase of additional 2% of the variance in explaining the willingness, thereby leading to a total of 86%. In both the steps, the variable "attitudes" was found to be the strongest predictor of willingness to drink and drive.

This study is first of its kind to evaluate the effectiveness of PWM model in Indian scenario for understanding the willingness to engage in the act of drunk driving. The study findings may prove useful to the stakeholders of educational and awareness programs, where the focus is required to be aimed at attitudes, subjective norms, prototype similarity and fatalistic beliefs of the drivers.