| dc.description.abstract | Behavior change communication (BCC) interventions have been used globally to address challenges in several sectors. The successful use of interventions has been reported in the transport sector, education, health agricultural sectors amongst others. These interventions have also targeted road safety challenges among road users. Road safety has become a major concern, with over 1.3 million people losing their lives worldwide annually and over 4,000 in Kenya. Human behavior on the road causes 90 percent of deaths and injuries among road users, with Boda-boda motorcyclists contributing 58 percent of all road accidents in Kenya. Against this backdrop, this study sought to establish the influence of behavior change communication interventions on road safety among Boda-boda motorcyclists in Kenyan cities. The specific objectives of this study were to establish the influence of media campaigns on road safety among Boda-boda motorcyclists in Kenyan cities; establish the influence of participatory communication on road safety; to determine the influence of traffic visual communication on road safety; to determine the influence of information, education, and communication on road safety among Boda-boda motorcyclists. In addition, this study sought to determine the moderating influence of attitude on the relationship between behavior change communication and road safety among Boda-boda motorcyclists in Kenyan cities. The study was anchored on the Social Cognitive Theory, Safety Culture Theory, and Uses and Gratification Theory. The study used a pragmatic philosophical paradigm with a convergent parallel design of mixed-method research. The Yamane (1967) formula was employed to determine the target population of 399 Boda-boda motorcyclists from four cities in Kenya—Nairobi, Mombasa, Kisumu, and Nakuru—leading to a final sample of 387 respondents. Stratified sampling and simple random sampling were used to draw the sample. Interviews were conducted with nine key informants, purposively sampled from each city, drawn from the NTSA office, the Boda-boda association, and senior traffic police officers. A pilot study was carried out in Machakos to test the data collection instruments. Quantitative data was collected from the motorcyclists by use of semi-structured questionnaires, while qualitative data was gathered through key informant interviews. Descriptive and inferential statistics was used to analyze the quantitative data, while qualitative data was analyzed thematically. Findings were presented using narratives and graphics. The findings indicate that there was a positive relationship between behavior change communication and road safety. The results for each objective were as follows: mass media showed R² = 0.504, p-value = 0.000 < 0.05; participatory communication, R² = 0.609, p-value = 0.000 < 0.05; information, education, and communication, R² = 0.586, p-value = 0.000 < 0.05; and traffic visual communication, R² = 0.608, p-value = 0.000 < 0.05. Attitude as a moderator demonstrated R² = 0.801, p-value = 0.000 < 0.05, indicating a significant impact on predicting road safety and showing a potential synergistic effect between the two factors. In conclusion, behavior change communication interventions aimed at Boda-boda motorcyclists significantly contribute to road safety. The study also contributes to academic discourse by highlighting the need for integrating BCC theories into practical applications in road safety initiatives. The study recommends the need for innovative multifaceted communication interventions to enhance safety and promote responsible behavior among Boda-boda motorcyclists in Kenyan cities. The findings will aid road safety stakeholders in crafting BCC interventions that elicit positive behavior among motorcyclists. | en_US |
