To address the significant problem of traffic safety, the riskier of road user behaviours can be identified and then targeted by traffic safety campaigns, which have proven to be effective in a number of circumstances. Effective campaigns must target the right groups of drivers with the appropriate message. Using a large data base of 20,725 questionnaires from19 European countries, this paper uses a combination of factor analysis and tree based regression to determine relatively homogeneous driver groups which share attitudes toward safety, in an effort to design and implement more effective safety campaigns. To achieve this, the question of driver behaviour toward safety is addressed by examining habits such as attitudes toward speeding, reckless driving, seat belt use, and drinking and driving. The results suggest that speeding and general reckless (dangerous) behaviour are related, perhaps capturing driver's risk taking behaviour. Similarly, seat belt use and driving under the influence of alcohol are also related and may represent a driver's law abiding tendency. Further, young male drivers appear to be the demographic group which can benefit the most from systematic safety campaigns. (A)
Samenvatting