The factors underlying the decision to text while driving

Using the Theory of Planned Behaviour (TPB), this study looked at the motivations and reasons behind the behaviour of texting while driving. Following an elicitation study, 150 participants completed a questionnaire measuring self-efficacy and moral norms in addition to traditional TPB variables. Texting while driving was found to be a common behaviour although prevalence varied between age groups. While the youngest age group were more likely to have ever sent a text message while driving, those aged 35-44 years old were most likely to have read a message while driving and to intend to text while driving in the future. Moral norms had the strongest significant correlation with intentions to text while driving. Similar to past research the traditional TPB variables explained significant variance in intentions to perform the behaviour. To be fully effective, future campaigns and interventions to reduce the behaviour are advised to focus on the moral aspect of the behaviour and the beliefs that it saves time and prevents boredom. The setting of campaigns or interventions and the mode of delivery should also be considered. Efforts to deter the behaviour should be aimed at those of all ages and not just younger drivers.