Integrating the Norm Activation Model (NAM) Theory in Explaining Factors Affecting Drivers’ Speeding Behaviour in Lahore

Many accidents happen on roads due to the risky behaviour of drivers including speeding. The rate of fatalities and injuries is high in those accidents where speeding is the reason for the accident. This study aims to identify the significant predictors of drivers’ speeding behaviour considering the theoretical background of the Norm-Activation Model (NAM) theory. The social, cultural, and road environment-related factors were also considered in the design of the questionnaire. This survey was conducted in Lahore city and 556 usable samples were collected. A factor analysis was conducted to confirm the association of observed variables with their latent variables according to NAM theory. Exploratory Factor Analysis (EFA) resulted in factors of personal speeding traits, the effectiveness of traffic enforcements, speeding propensity, situational constraints, drivers’ compliance with speed limits, social and environmental influence. The results of Structural Equation Modelling (SEM) revealed that driver’s Awareness of the Consequences (AC), the Ascription of Responsibility (AR) of behavioural outcomes, and compliance with speed limits are good predictors of Personal Norms (PN) (R² = 0.62). The factors of personal speeding traits, situational constraints, personal norms, and social and environmental influence have significant correlations with drivers’ speeding propensity (R² = 0.36). The PN, effectiveness of traffic enforcements, compliance with speed limits, and speeding propensity factors are a direct predictor of drivers’ speeding behaviour (R² = 0.21). These results implicate that drivers’ ability to comply with speed limits and present traffic enforcements are effective in controlling speedy drivers. However, different situations, specific personality attributes, road driving environment, and culture have a positive influence on speeding propensity.