Helmet feature preferences and willingness to pay among iranian motorcyclists: A discrete choice experiment

Helmets are vital for motorcyclists. They prevent death and head injuries. Researchers have found many barriers to motorcyclists' helmet use, one of which is related to helmet features. Studying motorcyclists' choice of helmet features can reduce these barriers.

In this choice experiment, 250 motorcyclists in Rasht, Iran, were surveyed using convenience sampling in 2023. Motorcyclists were presented with 14 choice sets with two scenarios about helmet features. They were asked to choose between the two helmets which is more aligned with their preferences. Attributes of scenarios were selected in a qualitative study and literature reviews. These attributes included: price, rigidity of the outer helmet, and being full face, flip front, or open face. Also, the internals must be washable, and the helmet's weight. Data were analyzed using conditional logistic regression.

Participants did not prefer a higher price (ß = -0.270 ± 0.025), an open face (ß = -0.463 ± 0.082), a weighted design (ß = -1.970 ± 0.060), non-washable internal parts (ß = -0.183 ± 0.060), and poor rigidity of external parts (ß = -1.977 ± 0.086) of helmets. The preferences were different among wealth, education, and age subgroups.

To boost helmet use among motorcyclists, policymakers must use market fragmentation techniques and subsidize helmets in different subgroups. This intervention can work with health campaigns and fines for not wearing proper helmets.