Investigating how consumption values and place identity shape long-haul truck drivers’ intention to visit roadside rest areas

Transportation business organisations, policymakers, and government entities attempt to enhance the welfare of long-haul truck drivers (LHTDs) by promoting safe driving practices. LHTDs spend long hours on goods delivery journeys, and that causes various health and in-route safety issues for drivers. For improved LHTD health and safety, many developed nations introduced the concept of roadside rest areas (RRAs) for regulated, safe, and enhanced driving experience for LHTDs, whereas developing nations’ research on RRAs development is nascent. The RRAs offer a chance to reduce negative truck driving impacts and promote wellbeing among LHTDs, but why drivers will visit RRAs during their tracking journey is a question for policymakers. Hence, the present study tries to comprehend the significance of drivers’ visit consumption values in terms of functional, social, emotional, epistemic, conditional value, and place identity concerning visit intentions towards RRAs. In addition, the present work examines the influence of consumption values on word of mouth (WoM) for RRAs by LHTDs. The research problem is examined via the lens of the theory of consumption values. The study utilised 247 valid responses for model analysis, using the partial least squares-structural equation modelling (PLS-SEM) technique. The findings establish that consumption value is a formative construct that further positively influences place identity, intentions to visit RRAs, and WoM for RRAs by LHTDs. This implies that the intentions of LHTDs to visit relaxation sites are mostly influenced by the values they perceive from such places. This perception of consumption values also helps LHTDs develop place identity with RRAs and influences them to spread positive WoM about it. However, the results of the present study did not find the mediation role of place identity. This implies that Indian LHTDs will develop the intention to visit RRAs because of the consumption values rather than any attachment to the place. The findings of this paper will help transport policymakers develop adequate measures for developing rest areas on major transport routes to improve road safety and drivers’ wellbeing.