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This paper reports an employee‐management consensus approach for identifying safety initiatives that are both appropriate to the working environment and also perceived to be appropriate by the workforce. Issues affecting the success of employee involvement schemes are discussed and the methods used during the implementation stages of the programme to address them are described. The case study was set in the UK distribution division of an international oil company and was applied to safety issues affecting the division’s tanker drivers. The study used an employee questionnaire to assess drivers’ perceptions of safety management, workplace conditions and safety concerns. Factor analysis and structural equation modelling were used to develop a management/workplace/workforce model to describe the drivers’ working environment. The model was then used to discuss and explain the drivers’ choices of safety initiatives.

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