Abstract
In Malaysia, road traffic accidents responsible for the loss of lives of approximately 7,000 road users annually and thousand others incapacities. Malaysia since 2006 has been improving its car safety level through regulation and consumer-based approach i.e. ASEAN NCAP. However, the effectiveness of a regulatory or consumer-based approach intervention highly depends on how successful that intervention is in changing consumer behaviour of purchasing a safer car. Thus, this study aims to investigate consumer's behaviour intention with regards to purchasing safer car in Malaysia using the Theory of Planned Behaviour (TPB) that investigate the relation between intention and behaviour.
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