LAUSR

This research aims to evaluate the effects of safety marketing on employee safety climate, safety attitude, and safety behaviour in the context of logistics operations at ports in Taiwan. Exploratory factor analysis is initially proceeded to identify the key factors of safety marketing and safety climate. Confirmatory factor analysis and Structural Equation Modelling examined the effects between safety marketing safety climate and supervisor’s safety commitment on employees’ safety attitude as well as behaviour. Results reveal that safety marketing has a positive effect on safety climate and employees’ safety attitude, whereas a non-significant effect on employees’ safety behaviour. Meanwhile, safety climate has a positive effect on employees’ safety attitude. Results also show that supervisor’s safety commitment has a positive effect on safety climate, safety attitude, and safety behaviour respectively. The mediating effect of safety attitude is also found between safety marketing, safety climate, supervisor’s commitment and safety behaviour.