Benchmarking model for culture of urban traffic-safety management in India: interpretive structural modeling framework

Purpose Researchers have studied processes of improving road traffic-safety culture by explicitly evaluating the socio-psychological phenomenon of traffic-risk. The implicit traffic-system cues play an important role in explaining urban traffic-culture. This paper aims to ascertain an interpretive framework of the alternative processes of road traffic safety culture is antecedent to promote traffic-safety behaviour in Indian urban context. Subsequently, the authors discussed the reasons for those relationships exists. Design/methodology/approach Four experts of the urban traffic-safety domain participated in total interpretive structural modelling (TISM) study by completing an interpretive consensus-driven questionnaire. The drafted interpretive model was evaluated for road users proactive action orientation about the traffic-safety decision. Findings The evolved directed graph (digraph) of the culture of urban traffic-safety management was a serial three-mediator model. The model argued: In the presence of traffic-risk cues, people may become apprised to safety goals that initiate traffic-safety action. Consequently, expectancy-value evaluation motivates the continuation of traffic-safety intention that may lead to the implementation of adaptation plan (volitional control), thus habituating road users to traffic-safety management choice. Practical implications The modellers of traffic psychology may empirically estimate and test for the quality criteria to ascertain the applicability of the proposed mechanism of urban traffic-safety culture. The decision-makers should note the importance of arousal of emotions regarding traffic-risk, reduce the impact of maladaptive motivations and recursively improve control over safety actions for promoting safety interventions. Originality/value The authors attempted to induce an interpretive model of urban traffic-safety culture that might augment extant discussion regarding how and why people behave in an urban traffic system.