Abstract
Motorcycles account for over 80% of registered vehicles in Nepal and are responsible for more than half of all road traffic accidents, posing a significant public health challenge. This study explores helmet safety perceptions, user psychology, and consumer behavior from the perspective of Nepal’s helmet trade sector. Based on in-depth interviews with 17 helmet retailers and wholesalers across five provinces, Koshi, Bagmati, Lumbini, Karnali, and Sudurpashchim, the research examines regional patterns in helmet use and purchasing decisions. Findings reveal that helmet purchases are driven largely by a desire to avoid fines rather than genuine concerns for safety. Cost is the dominant factor, with 60–90% of consumers opting for cheap, non-certified helmets. Riders often rationalize this choice, especially for short or low-speed trips. Environmental and institutional influences such as hot climates, free low-quality helmets from showrooms, and unregulated imports across open borders further normalize unsafe practices. A widespread lack of awareness about safety certifications like ISI or DOT underscores the need for stronger regulation and education. The study concludes that without coordinated enforcement and public health efforts, helmet use in Nepal will remain symbolic, leaving riders vulnerable to preventable injuries and fatalities.