Taxi drivers' views on risky driving behavior in Tehran: A qualitative study using a social marketing approach

▶ Social marketing approach to change risky driving behaviors must be considered. ▶ In a comprehensive consumer research, focus group is a valuable research tool. ▶ Messages to encourage taxi drivers to concentrate on driving were preferred. ▶ To persuade drivers, stickers installed before the eyes of drivers were used. ▶ Taxi route supervisors are accepted as opinion leaders for taxi drivers.