Title:
EFFECTS OF PERCEIVED SEVERITY ON FACILITATING PREVENTION INTENTION OF FIRE OUTBREAKS IN PUBLIC MARKETS IN TANZANIA

Authors:
Billy J. Mwakatage, Gwahula Raphael and France Shayo, Tanzania

Abstract:
This research investigated the impact of perceived severity on facilitating prevention intention of fire outbreaks in public markets in Tanzania. The study utilised quantitative research methods, surveying 384 respondents, including traders and market management in various markets within the Dar es Salaam Region. A simple random sampling technique was employed to select participants from 10 markets, and data analysis was conducted using the structural equation model. The results indicated that perceived severity had a positive influence on the intention to prevent fire outbreaks in public markets. The study suggests that leveraging perceived severity can enhance efforts to prevent fire outbreaks in Tanzania.