Motorcycle Helmet Usage among Children Passengers: Role of Parents as Promoter

Motorcycle helmet usage among child passenger is an existing problem in Vietnam. Although a number of social campaigns and interventions have been implemented to tackle the problem, still the children helmet wearing rate has been relatively low. In addition, parents have had large impact on motorcycle helmet usage of children; however, such interventions underemphasized the role of parents. Given behavioral change would bring benefits to both those designing interventions efforts and the whole citizens adapting motorcycle helmet wearing among children, this study explicated the mechanisms of campaign effectiveness under the context of parents’ roles as promoters for children helmet usage. The research model expanded the Theory of Planned Behavior by both integrating injunctive, descriptive norms and habit as one of variables affecting TPB structure. Research was conducted in Ho Chi Minh City during 3-month period. The study was carried out with a sample size of 288. Results indicated support for TPB predictions. As conclusion, normative influence and habit had positively influenced on parents’ behavior. Perceived behavioral control, attitude, injunctive norm, descriptive norms, and habit remained a significant predictor of parents’ intention to safety helmet usage among children, and they mediated the impact of the campaign on parents’ intention. Descriptive norm was not significant in predicting parents’ behavior. Practical implications for policy makers in promoting campaigns and intervention were also discussed.