Red-Light Running’s Intention Behavior through P-Hailing Riders’ Demographic Factors

Nor Syaziana Mohd Radzi, Muhamad Nazri Borhan, Ahmad Nazrul Hakimi Ibrahim

Abstract

Delivery riders, known as p-hailing riders in Malaysia, have become an important part of the country’s expanding e-commerce industry. However, this booming industry has also introduced significant challenges in traffic safety, particularly in red light running (RLR). Delivery riders, who often navigate under mixed traffic conditions, have been linked to this risky behavior. This study aimed to explore the demographic factors influencing red-light running (RLR) behavior among p-hailing riders, with the goal of identifying safety and socioeconomic challenges specific to the demographic. By linking these insights to broader Sustainable Development Goals (SDGs), this study seeks to inform policy recommendations and targeted interventions for improving rider safety and working conditions. The research was conducted through a survey in Selangor, collecting 453 responses, of which 401 were valid after exclusion. The findings reveal that most riders are young and inexperienced males with lower incomes and education levels. Economic pressures and long working hours increase the vulnerability of certain demographics to risky behaviors, such as RLR, posing safety challenges. This study has two primary goals: first, to analyze the demographic and socioeconomic factors that contribute to RLR among p-hailing riders, and second, to propose actionable recommendations for enhancing rider safety and well-being. The research aligns with SDG 3 (Good Health and Well-being) by advocating for safety measures to reduce accidents, and SDG 8 (Decent Work and Economic Growth) by highlighting the need for improved working conditions. Additionally, it supports Sustainable Cities and Communities (SDG 11) by promoting safer urban environments and Quality Education (SDG 4) through calls for educational initiatives to raise awareness of safer road practices. The novelty of this study’ lies in combining demographic analysis with SDG-aligned safety and socioeconomic insights into Malaysia’s growing p-hailing industry. It bridges gaps in the understanding of economic pressure, traffic behavior, and urban safety. These findings promote sustainable and safe e-Commerce delivery practices.

 

Keywords: P-hailing riders; behavior; red-light running; demographic factors

 

https://doi.org/10.55463/issn.1674-2974.51.11.4


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