Kenya

Despite increased road safety awareness campaigns, consistent helmet use among pillion passengers in Kenya remains low. At Multimedia University of Kenya (MMU), students frequently rely on motorcycles for daily transport, yet helmet compliance is poor. This study examined how students’ risk perception influences helmet use as pillion passengers. Grounded in the Health Belief Model (HBM), Theory of Planned Behavior (TPB), and Protection Motivation Theory (PMT), the study adopted a mixed-methods cross-sectional design involving a stratified sample of 325 students and a focus group discussion involving 10 students. Quantitative data was analyzed using descriptive statistics, while qualitative data was thematically analyzed to explore attitudinal and contextual barriers. Findings show very low helmet use, with less than 10% of respondents reporting consistent use. Helmet use was largely dependent on rider provision and availability rather than individual safety intention. Risk perception was mainly shaped by prior crash or near-crash experiences, rather than general awareness of risk. Overall, there was a clear gap between awareness of risk and actual protective behavior, influenced by contextual and social constraints. The study recommends targeted awareness campaigns, peer-led interventions, and partnerships with transport operators to enhance consistent helmet use.