An Agent-based Model of the Effects of Group Norms and Project Identification on Construction Workers’ Safety Behavior

This study focuses on understanding the influence of social factors on construction workers' safety behavior using agent-based modeling. It addresses the gap in research regarding the psychological mechanisms behind the connection between social influence and safety behavior in the construction industry. The study employs Ajzen's Theory of Planned Behavior (TPB) and integrates Social Identity Theory (SIT) to explain how group norms and organizational identities affect safety behavior. The model simulations explore the effects of different safety management policies, such as the strictness of safety rules, frequency of managers' feedback, and stimulation of project identification. The results demonstrate that a combination of these factors can positively impact workers' safety behavior. The study highlights the importance of considering social norms and identities in enhancing safety behaviors within construction projects.