EFFECTS OF SOCIAL MARKETING ON ATTITUDES AND BEHAVIOR RELATED TO ROAD TRAFFIC IN HANOI CITY

Abstract

Dangerous and risky actions while traveling on traffic routes that threaten the health, spirit and life of vehicle drivers and others. However, to raise community awareness, make them care about traffic safety behavior takes time and influence attitudes to create behavior change in a sustainable way. Research based on Ajzen’s theory of planned behavior [1, 2] and the theory of social marketing was conducted to identify the factors influencing the road traffic attitudes and behaviors of people in Hanoi and the degrees of their influence. The results show that road traffic attitudes are affected, in descending order, by partnership, resources, distribution, promotion, price, product, and public. The road traffic behavior of people is determined, in descending order, by age, moderator variables (the law and the validity of the law and weather), attitude, and education level. Based on the results, several recommendations to government officials and policymakers have been made.

Keywords

• social marketing
• attitude
• behavior
• road traffic