The moderating influence of attitude on the relationship between behaviour change communication interventions and road safety amongst Boda-boda motorcyclists in Kenyan cities.

Abstract

This study sought to determine the moderating influence of attitude on the relationship between behaviour change communication and road safety among Boda-boda motorcyclists in Kenyan cities. The study was anchored on the Social Cognitive Theory and Safety Culture Theory. The study used a pragmatic philosophical paradigm with a convergent parallel design of mixed-method research. There was an initial population of 280,000 riders, whereby the Yamane (1967) formula was employed to determine the target population of 399 Boda-boda motorcyclists from four cities in Kenya—Nairobi, Mombasa, Kisumu, and Nakuru—leading to a final sample of 387 respondents. Stratified sampling and simple random sampling were used to draw the sample. Interviews were conducted with nine key informants, purposively sampled from each city, two drawn from the NTSA office, three from the Boda-boda association, and four senior traffic police officers. Quantitative data was collected from the motorcyclists using semi-structured questionnaires, while qualitative data was gathered through key informant interviews. Descriptive and inferential statistics were used to analyse the quantitative data, while qualitative data was analysed thematically. The findings showed a positive relationship between behaviour change communication and road safety. Attitude as a moderator demonstrated R² = 0.801, p-value = 0.000 < 0.05, indicating a significant impact on predicting road safety and showing a potential synergistic effect between the two factors. BCC interventions aimed at Boda-boda motorcyclists significantly contribute to road safety. The findings will aid road safety stakeholders in crafting BCC interventions that elicit positive behaviour among motorcyclists.