Impaired driving among young drivers has been reduced significantly in recent years. Strategies based on positive motivations have the potential to further reduce impaired driving. The current project was designed to identify ways in which the strongly held values of young drivers may be used to motivate them to avoid impaired driving voluntarily, without the threat of punishment. The project used in-depth one-on-one discussions and focus groups, to identify values and motivations that exert influence on the behavior of young drivers and to suggest countermeasure concepts based on these values and motivations. Discussions, were carried out with 276 respondents, 18 to 29 years old. Twelve focus groups were then carried out to discuss the themes identified in the one-on-one discussions and to provide further details about the attitudes and behaviors of the target group. The analysis revealed the most consistent values and motivations of the groups as a whole and ways in which the values differed among different subgroups. Analyses also examined many other parts of the respondents' lifestyle, social life, drinking habits and driving habits. This paper will discuss the countermeasure concepts based on study findings. (A)
Samenvatting