This study examines the impact of the Road Traffic Safety Management System (RTSMS) ISO 39001:2013 on changing the cognitive and behavioural patterns of road users within an institutional setting. Using a case study of a national occupational safety agency in Malaysia, the research investigates whether RTSMS implementation significantly influences cognitive awareness and road user behaviour. Data were collected from 57 respondents across 17 regional offices using an adapted Driver Behaviour Questionnaire (DBQ) and Driver Skill Inventory (DSI). Structural Equation Modelling (SEM) was applied to test three hypotheses. The analysis confirmed all hypotheses with high significance (p < 0.000), showing the strongest influence in the relationship between cognitive changes and RTSMS implementation (beta = 0.955, R^2 = 0.910). The findings reinforce RTSMS as a systems-based intervention capable of reshaping road safety behaviour in organizations. This study contributes to policy discourse by highlighting the behavioural transformation potential of structured RTSMS implementation.

JEL Codes: R41, I18, L15

Keywords: RTSMS, ISO 39001, road safety, cognitive behaviour, institutional safety, structural equation modelling, Malaysia.