Perspectives on the implementation of RTSMS ISO 39001:2013 in changing the cognitive and behaviour of institutional road users: a case study in NIOSH Malaysia

Despite official statistics from the Royal Malaysia Police (PDRM) indicating reductions in road-traffic fatalities and serious injuries, the overall number of crashes in Malaysia continues to rise. The consistent annual increase of approximately 1.5 million newly registered vehicles contributes to higher traffic density, thereby elevating the probability of road accidents. This trend underscores the need for more adaptive and systemic preventive strategies that reshape the cognitive orientation and behavioural patterns of Malaysian road users in addressing Road Traffic Safety (RTS) risks. This study investigates the cognitive and behavioural transformation of road users within an institutional setting through the effective implementation of the Road Traffic Safety Management System (RTSMS) known as MS ISO 39001 and its influence on road-safety outcomes. The research focuses on the changes of meta-cognitive processes which underlying aspect of behavioural change fostering safer driving culture and reducing incident rates. The implementation of RTSMS MS ISO 39001:2013 is posited to facilitate a cognitive shift in managing RTS risk both at the organizational and individual levels. A total of fifty-seven (57) respondents that have direct impact with RTSMS has been identified as respondents in the institutional landscape from NIOSH Malaysia that’s have participated in this study. NIOSH has implemented RTSMS MS ISO 39001 through an accredited certification body, supporting its strategic objective of achieving zero road-traffic accidents. Respondents represented all seventeen (17) regional offices across Malaysia, providing a comprehensive perspective on diverse traffic contexts. Quantitative analysis was conducted using Structural Equation Modelling (SEM) to test three hypotheses (H1, H2, H3) derived from the conceptual framework. Data were obtained using the validated Driver Behaviour Questionnaire (DBQ) and Driver Skill Inventory (DSI). The results revealed strong and significant relationships: H1 (R² = 0.713, β = 0.848, p < 0.000), H2 (R² = 0.373, β = 0.621, p < 0.000), and H3 (R² = 0.910, β = 0.955, p < 0.000). These findings confirm that RTSMS ISO 39001:2013 exerts a substantial influence on the cognitive and behavioural dimensions of road users, thereby reinforcing its role as an effective mechanism for enhancing Malaysia’s road-traffic safety culture.