Riding safely with kids: Uncovering key factors driving parents' safe riding intentions

The increasing rate of traffic-related injuries among children is a growing social issue in motorcycle-dependent countries, primarily driven by unsafe riding behaviors among parents. To mitigate this problem, it is essential to understand factors influencing parents' safe riding behaviors when transporting their children. By integrating the Health Belief Model (HBM) and the Theory of Planned Behavior (TPB), this research aims to provide valuable insights into the key elements that shape parents' riding behaviors. Data were collected using a face-to-face survey design involving 444 parent motorcyclists in Danang City, Vietnam. Structural equation modeling analysis revealed that perceived susceptibility, perceived severity, and perceived benefits from the HBM model, as well as attitude and perceived behavioral control from the TPB model, directly influence parents' intentions to engage in safe riding behaviors. The impact of knowledge about traffic laws on safe riding behaviors intention is also confirmed. In addition, control variables such as age, frequency of carrying children and experience accidents with children also play a role in shaping these intentions. The results of the moderation analysis indicate that perceived severity has a stronger influence on safe riding intentions among parents with low child passenger safety knowledge, whereas this effect is weaker for those with high knowledge. The analysis also reveals that subjective norms positively affect parents with low knowledge but have a negative impact on those with higher levels of knowledge. The findings of this study offer valuable insights for policymakers and relevant authorities to develop policies aimed at reducing unsafe riding behaviors among parents. This, in turn, can enhance road safety for children and contribute to creating a safer traffic environment.