ABSTRACT
Combining contributions from prominent social influence theories (e.g., Ajzen, 1991; Cialdini Kallgren & Reno, 1991), the current study was developed in order to identify different patterns of proactive safety behaviors and the underlying cognitive and social determinants, using cluster analysis. This empirical approach has hardly been explored in the literature on behavioral aspects related to safety. The research setting for this study was a transportation company (N = 325). In general, the results of cluster analysis showed that different combinations of cognitive and social influences may lead to diverse patterns of proactive safety behaviors. Positive attitudes toward safety and perceived behavioral control over safety are very important, but not sufficient, to promote proactive safety. Supervisor and coworkers’ safety norms were a crucial variable between different patterns of proactive safety behaviors. These results enforce that successful interventions need to do more than increasing risk awareness and knowledge and focus directly the determinants of different patterns of proactive safety behaviors, namely perceived safety norms. Theoretical and practical implications are discussed.
