Ngo Thi Hong Nhung, Do Huu Hai, Vu Tri Dung, Le Ngoc Thong, P. Q. Trung, Nguyen Hung Cuong
{"title":"EFFECTS OF SOCIAL MARKETING ON ATTITUDES AND BEHAVIOR RELATED TO ROAD TRAFFIC IN HANOI CITY","authors":"Ngo Thi Hong Nhung, Do Huu Hai, Vu Tri Dung, Le Ngoc Thong, P. Q. Trung, Nguyen Hung Cuong","doi":"10.20858/tp.2023.18.1.16","DOIUrl":null,"url":null,"abstract":"Dangerous and risky actions while traveling on traffic routes that threaten the health, spirit and life of vehicle drivers and others. However, to raise community awareness, make them care about traffic safety behavior takes time and influence attitudes to create behavior change in a sustainable way. Research based on Ajzen’s theory of planned behavior [1, 2] and the theory of social marketing was conducted to identify the factors influencing the road traffic attitudes and behaviors of people in Hanoi and the degrees of their influence. The results show that road traffic attitudes are affected, in descending order, by partnership, resources, distribution, promotion, price, product, and public. The road traffic behavior of people is determined, in descending order, by age, moderator variables (the law and the validity of the law and weather), attitude, and education level. Based on the results, several recommendations to government officials and policymakers have been made.","PeriodicalId":45193,"journal":{"name":"Transport Problems","volume":"1 1","pages":""},"PeriodicalIF":0.5000,"publicationDate":"2023-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Transport Problems","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.20858/tp.2023.18.1.16","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q4","JCRName":"TRANSPORTATION SCIENCE & TECHNOLOGY","Score":null,"Total":0}
引用次数: 0
Abstract
Dangerous and risky actions while traveling on traffic routes that threaten the health, spirit and life of vehicle drivers and others. However, to raise community awareness, make them care about traffic safety behavior takes time and influence attitudes to create behavior change in a sustainable way. Research based on Ajzen’s theory of planned behavior [1, 2] and the theory of social marketing was conducted to identify the factors influencing the road traffic attitudes and behaviors of people in Hanoi and the degrees of their influence. The results show that road traffic attitudes are affected, in descending order, by partnership, resources, distribution, promotion, price, product, and public. The road traffic behavior of people is determined, in descending order, by age, moderator variables (the law and the validity of the law and weather), attitude, and education level. Based on the results, several recommendations to government officials and policymakers have been made.
期刊介绍：
Journal Transport Problems is a peer-reviewed open-access scientific journal, owned by Silesian University of Technology and has more than 10 years of experience. The editorial staff includes mainly employees of the Faculty of Transport. Editorial Board performs the functions of current work related to the publication of the next issues of the journal. The International Programming Council coordinates the long-term editorial policy the journal. The Council consists of leading scientists of the world, who deal with the problems of transport. This Journal is a source of information and research results in the transportation and communications science: transport research, transport technology, transport economics, transport logistics, transport law.
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