Predicting Helmet Use Among Farmers Motorcycle Drivers in Shushtar District Through Psychological Models

Among road users, motorcyclists are called the most high-risk drivers. In Iran, the number of motorcyclists killed accounts for 23.8% of all traffic deaths. Therefore, this study aims to investigate the factors influencing farmers’ intention toward using helmet when driving motorcycle. The study applied Health Beliefs Model (HBM) and a modified Theory of Planned Behavior (TPB), with self-identity and habit as two new and additional determinants of intention. The study instrument was a face-to-face survey (N=220) undertaken in Shushtar district, in southwestern Iran. The reliability and validity of the instrument were already examined and approved. The obtained data were analyzed using Structural Equation Modeling. Self-efficacy in HBM and self-identity, perceived behavioral control and habit in TPB were found to be significant predictors of intention, while attitude and subjective norms were not. The findings of this study provided preliminary support for the HBM and an extended model being used as an effective framework for examining helmet use among Iranian farmers.