Predicting slow driving intentions to mitigate wildlife-vehicle collisions in Malaysia
Keywords:
sustainability, wildlife conservation, wildlife roadkill, road safetyAbstract
Research to understand wildlife-vehicle collisions has predominantly focused on spatial patterns and wildlife behaviors. Yet, as collisions also involve drivers, the human factors are important too and very few studies focus on the human dimension aspects of wildlife roadkill. Based on the theory of planned behavior, the present study examined the influence of driving attitude, driving norm, and perceived driving control on driving intentions to drive slowly, in three scenarios involving possible wildlife-vehicle collisions. An online survey was conveniently distributed to a sample of drivers in Malaysia to collect data (n = 270). The study found driving attitude as the most important factor influencing driving intentions, followed by driving norm and perceived driving control, based on the significant results and β values. Across scenario, driving norm influenced driving intention to drive slowly. The present study also found that the influence on driving intention is unique depending on the situation. Specifically, the three psychological factors were more influential in scenario encountering familiar stimulus (warning signage and common wildlife) than the more non-familiar trigger (uncommon wildlife species). Practically, the study offers insight on how to mitigate wildlife-vehicle collisions, focusing on the use of technology and artificial intelligence, including improving education that addresses driving attitude, driving norm, and perceived driving control.
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