Values, Beliefs, and Norms in Modal Shift: The Role of Environmental Attitudes Under Demand Management Policies

Document Type : Original Article

Authors

Faculty of Civil, Water, and Environmental Engineering, Shahid Beheshti University, Tehran 1983969411, Iran

Abstract

This study examines how individuals’ values, beliefs, and norms influence their responses to demand management policies targeting private vehicle use. Specifically, it investigates the impact of these latent variables on shifts in travel mode choice from private cars to public transit under a zonal pricing policy. A comprehensive survey was administered to 500 residents of Tehran’s “air pollution control zone”. Findings indicate that individuals with stronger environmental concerns and biospheric values were more likely to switch to public transit following the implementation of zonal pricing, whereas those with more pronounced hedonic values continued to rely on private vehicles both before and after the policy. Socioeconomic characteristics were also found to be significant. Individuals holding either a high school diploma or a master’s degree were more inclined to use public transit after providing the scenarios. Trip purpose influenced travel behavior, with those traveling for personal errands or shopping more likely to use private vehicles regardless of the policy. Overall, the results suggest that zonal pricing, as a demand management strategy during periods of environmental concern, can be an effective tool for reducing private vehicle use, particularly when accounting for the interplay between environmental values, socioeconomic factors, and travel purposes.

Keywords

References

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