Exploring drivers' willingness to pay for safer roads in Iran: a discrete choice experiment on reducing injury and mortality risks

Leila  Zarei; Farimah  Rahimi; Najmeh  Moradi; Ali  Majidpour Azad Shirazi; Yaser  Sarikhani; Seyyed Taghi  Heydari; Kamran  Bagheri Lankarani

doi:10.18502/fem.v9i4.20864

Leila Zarei Health Policy Research Center, Institute of Health, Shiraz University of Medical Sciences, Shiraz, Iran.
Farimah Rahimi Health Management & Economics Research Center, Isfahan University of Medical Sciences, Isfahan, Iran.
Najmeh Moradi Population Health Sciences Institute, Newcastle University, Newcastle upon Tyne, UK.
Ali Majidpour Azad Shirazi Health Policy Research Center, Institute of Health, Shiraz University of Medical Sciences, Shiraz, Iran.
Yaser Sarikhani Research Center for Social Determinants of Health, Jahrom University of Medical Sciences, Jahrom, Iran.
Seyyed Taghi Heydari Health Policy Research Center, Institute of Health, Shiraz University of Medical Sciences, Shiraz, Iran.
Kamran Bagheri Lankarani Health Policy Research Center, Institute of Health, Shiraz University of Medical Sciences, Shiraz, Iran.

DOI: https://doi.org/10.18502/fem.v9i4.20864

Keywords: Discrete Choice Experiment; Risk Reduction Behavior; Road Safety; Road Traffic Accident; ; Willingness to Pay ,

Abstract

Background: Road traffic injuries (RTIs) are a leading global health challenge, with Iran facing significant economic and social costs due to these incidents. This study investigates Iranian drivers' preferences for road safety and their willingness to pay (WTP) to reduce injury and mortality risks. It also examines the influence of demographic and driving-related factors on these preferences.

Method: A discrete choice experiment (DCE) was conducted among Shiraz residents to analyze route preferences. Participants evaluated hypothetical commuting scenarios characterized by variations in travel time, cost, injury risk, and fatality risk. Using a D-efficient fractional factorial design, 10 two-alternative choice scenarios were developed. Data were collected through interviews in five districts, achieving an 81% response rate. A mixed logit regression model was employed to assess how route attributes influenced participants' decisions.

Results: Key factors driving route choices included the number of deaths, injury rates, travel time, and cost, with fatalities being the most influential. Participants were willing to pay $7.07 extra for routes with travel times under 30 minutes, $8.98 for routes with fewer than 10 annual injuries, and $11.83 for routes with fewer than 5 annual deaths. WTP varied significantly across demographic groups: men prioritized reduced travel time, while women emphasized safety. Personal-use drivers exhibited higher WTP compared to professional drivers like taxi operators. Larger family sizes correlated with lower WTP, whereas individuals in excellent health or with supplementary health insurance displayed higher WTP for safer and faster routes.

Conclusion: This study underscores the utility of DCEs in capturing drivers' preferences for road safety and efficiency in Iran. By highlighting the trade-offs drivers are willing to make and identifying key factors, these findings offer actionable insights for policymakers to design transportation systems that align with public safety and mobility priorities.