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The Traffic Safety Culture (TSC) approach has been applied primarily in high-income countries (HICs), yet the great majority of the burden of road trauma falls on low- and middle-income countries (LMICs), where it constitutes a humanitarian crisis. The UN Decade of Action for Road Safety established road safety in LMICs as a priority issue and launched a plan to address it. Road safety has subsequently been incorporated into the international development agenda via the Sustainable Development Goals. Characteristics of road user behavior, governance, infrastructure, enforcement, and health services in LMICs have led to assertions that many lack a “safety culture” or, more specifically, a “traffic safety culture.” While this invites the suggestion that a TSC approach would have value in LMICs, the question raised in this chapter is whether a psychosocial approach like TSC, developed and applied in HICs, is transferable to LMICs. This is first explored by examining the critique of the assumption that commonly studied psychological processes are universal, noting examples that are relevant to road safety. Cross-cultural psychology studies show that some of the psychological processes commonly studied in HICs differ in important ways in LMICs, while broader comparative research based on anthropology and sociology demonstrates the important influence of religious and cultural factors, economic and infrastructure conditions, institutional capacity and governance. The sociological construct of governmentality provides insight into why public compliance with traffic safety law may be lower in LMICs, and why this situation is likely to take a protracted period of time to change. Given the broader context of road safety in LMICs, the Road Safety Space Model (RSSM) provides a useful framework for identifying the economic, institutional, social, and cultural factors that influence a particular road safety issue in a particular country. This has implications for methodological approaches to TSC in LMICs, as less structured, more ethnographic methods are arguably more appropriate. An analysis of a typical TSC model, drawing on research from LMICs, demonstrates that the model assumes a particular hierarchy of elements (values, behavioral beliefs, normative beliefs, prototypical image, control beliefs), and relationships between them, which may not be true in LMICs. It is therefore more challenging to apply TSC in LMICs, particularly making the transition from identification of the TSC values and beliefs that lead to behavior to the development of an intervention to bring about changes in behavior. TSC is undoubtedly a promising approach in LMICs; however, its first steps should incorporate qualitative approaches and recognize the wide range of factors that are relevant to TSC; use of the RSSM would facilitate such a process. There is scope for further research to refine models of TSC, to determine the best mix of methods to use, and to explore the role of governmentality and its implications for TSC. In the interim, practitioners should strive to understand and take into account the broader social and cultural factors that influence behavior in the particular LMIC where they are working.

Our commitment to the goal of zero traffic fatalities and serious injuries requires consideration of innovative traffic safety thinking. There is growing recognition that this goal requires a change in our culture as it relates to traffic safety (traffic safety culture). And yet, there is no consensus about a definition for traffic safety culture, no explicit theory-based model to predict the effect of traffic safety culture, and no practical guidance for applying these models to develop effective culture-based strategies. This chapter seeks to address these omissions from both an academic and practitioner perspective.

This chapter proposes a standard definition of traffic safety culture based on a model that integrates relevant theories of willful and intentional behavior. Importantly, a set of 10 principles are identified that provide the context and foundation from which the definition and model are derived. An understanding of these principles provides the logic and purpose for developing strategies that can transform traffic safety culture:

• (1)

  Traffic crashes are a significant public health concern.

• (2)

  Most traffic crashes are caused by human behavior, not the roadway, vehicle, or environment (e.g., weather).

• (3)

  Human behavior is influenced by beliefs.

• (4)

  Beliefs develop based on experience (actual and vicarious) and socialization.

• (5)

  Socialization is the process whereby an individual develops beliefs which align with the culture of a group with which the individual identifies (social identity).

• (6)

  Individuals can form an identity with many different groups in their social environment, each with a different degree of bonding.

• (7)

  A stronger bond results in greater conformity and motivation to abide with the group culture.

• (8)

  The shared beliefs of a group that affect behaviors related to traffic safety are called traffic safety culture.

• (9)

  The traffic safety culture of a group emerges from actions taken by stakeholders across the social ecology.

• (10)

  Traffic safety culture strategies increase actions by stakeholders across the social ecology to improve traffic safety culture among various groups.

Traffic crashes are a significant public health concern.

Most traffic crashes are caused by human behavior, not the roadway, vehicle, or environment (e.g., weather).

Human behavior is influenced by beliefs.

Beliefs develop based on experience (actual and vicarious) and socialization.

Socialization is the process whereby an individual develops beliefs which align with the culture of a group with which the individual identifies (social identity).

Individuals can form an identity with many different groups in their social environment, each with a different degree of bonding.

A stronger bond results in greater conformity and motivation to abide with the group culture.

The shared beliefs of a group that affect behaviors related to traffic safety are called traffic safety culture.

The traffic safety culture of a group emerges from actions taken by stakeholders across the social ecology.

Traffic safety culture strategies increase actions by stakeholders across the social ecology to improve traffic safety culture among various groups.

For the academic, these principles can also serve as hypotheses that can be explored to expand our knowledge about traffic safety culture. For the practitioner, these principles represent the basic logic and impetus for transforming traffic safety culture. By effectively communicating these principles and their connecting logic, we can express the importance of traffic safety culture and the need for supporting resources with other stakeholders.

The monograph argues that American racism has two colours (white and black), not one; and that each racism dresses itself not in one clothing, but in four: (1) “Minimal” negative, when one race considers another race inferior to itself in degree, but not in nature; (2) “Maximal” negative, when one race regards another as inherently inferior; (3) “Minimal” positive, when one race elevates another race to a superior status in degree, but not in nature; and (4) “Maximal” positive, when one race believes that the other race is genetically superior. The monograph maintains that the needs of capitalism created black slavery; that black slavery produced white racism as a justification for black slavery; and that black racism is a backlash of white racism. The monograph concludes that the abolition of black slavery and the civil rights movement destroyed the social and political ground for white and black racism, while the modern development of capitalism is demolishing their economic and intellectual ground.

The study aims to examine social-psychological beliefs and personality traits and their linkage with driver predispositions and road safety behaviour grounded on notions derived from an integration of the health belief model (HBM) and the theory of planned behaviour (TPB) in social marketing.

The study used a cross-sectional survey to gather data from 587 licenced drivers in 3 major urban settlements in Ghana. The theoretical model was tested by using covariance-based structural equation modelling.

The study finds that the effects of perceived benefits, perceived behavioural control, social norms and cues to action on road safety behaviour are direct; the effects of perceived susceptibility, severity and barriers on road safety behaviour are fully mediated by driver attitude towards safe driving. Some of these effects were moderated by conscientiousness and neuroticism.

The findings offer empirical grounds for the development of evidence-based social marketing interventions that leverage efficacy-centred messages, social influence through community-based approaches, informational cues with consistent education and are tailored to the personality traits of drivers with the aim of inducing wilful on-road safety behaviour towards achieving sustainable road safety culture.

This study extends the integrative applicability of the HBM and TPB in understanding road safety behaviour and establishes attitude as a vital facilitator, and personality traits as moderators of the belief-preventive behaviour linkage within a developing country context. It contributes towards the use of theory-based outcomes to enhance the efficacy of social marketing road safety campaigns.