Formative Research to Study the Viewpoints, Attitudes and Driving Behaviors in Taxi Drivers of Yasuj: The First Step in Planning of an Intervention Based on Social Marketing Model

Abstract

Abstract Background & aim: Formative research is done to identify and analyze the related factors for a behavior and determining an initiative idea for intervention. This study aimed at knowing about viewpoints of taxi drivers in Yasuj and assessing attitudes and behaviors in driving. In this way, a behavioral intervention will be designed for decreasing risky driving behaviors. Methods: This cross-sectional study including qualitative and quantitative on taxi drivers in Yasuj. In qualitative part, data were explored from 16 drivers in two focal group discussions and in quantitative survey, a questionnaire is used for measuring attitudes and self-reported behaviors and a checklist is used for recording observational behaviors of 260 taxi drivers. Descriptive and analytical statistics for quantitative were used. All discussions with taxi drivers were recorded, categorized and analyzed and its findings summarized in five main themes. Results: Majority of taxi drivers had desired attitudes toward risky driving behaviors. More than 80 percent reported that always or most times avoid doing risky driving. However, observation showed that not fastening seatbelt through route is the most frequent behaviors among taxi drivers. In focal group discussions, four themes and few sub-themes were explored and the main recommendations for reducing risky driving behaviors were continuous education, road modification, increasing police supervision and using route supervisors as opinion leaders of taxi drivers. Conclusion: Determining frequent risky driving behaviors, attention to viewpoints of drivers and selecting segments based on influencing factors on their behaviors can be effective for reducing risky driving behaviors. Key words: Formative research, Risky driving behaviors, attitude, Taxi drivers, Social marketin