Cultural influences on road safety in Vanuatu: masculinity norms and their impact on dangerous driving behaviors

Road traffic injuries are a growing public health concern in Vanuatu, mirroring global trends where dangerous driving behaviors such as speeding, distracted driving, and drunk driving contribute significantly to accidents and injuries. Driving in Vanuatu is culturally perceived as a male-dominated activity. This study examines how cultural factors, including norms of masculinity, influence driving practices and their impact on road safety. Understanding these influences is crucial for designing effective behavior change interventions aimed at reducing unsafe driving behaviors. The study employed qualitative methods, including in-depth interviews with drivers (<i>n</i> = 9), community leaders (<i>n</i> = 10), and focus group discussions with law enforcement officers (<i>n</i> = 10). The data collection methods employed allowed the researchers to gather detailed, context-specific insights on the main themes observed. Study participants were recruited through purposive sampling. Data were analyzed through thematic analysis, uncovering culturally rooted patterns that influence road use. Three key themes emerged: First, masculinity norms contribute to dangerous driving behaviors in Vanuatu, with men frequently speeding, drink-driving, and engaging in other risky driving actions to prove bravery. Society expects men to operate commercial and public transportation, while women are viewed as less capable. Second, community perceptions of road traffic injuries blame fate, divine will, inexperienced drivers, poor road conditions, and weak enforcement. Third, cultural norms as barriers to safe driving highlight how traditional beliefs and community acceptance of risky behaviors, such as drink-driving during celebrations, normalize unsafe practices and hinder road safety efforts. The driving culture of Vanuatu significantly mirrors traditional masculinity standards, which contribute to hazardous driving practices. Effective behavior changes interventions depend on culturally adapted, community-led programs, including peer education targeting young men and initiatives that promote women's participation in public transport roles. To achieve sustainable road safety improvements, interventions must be co-designed with communities, challenge harmful gender expectations, and be supported by consistent enforcement strategies.