Exploring the role of objective and subjective factors on car commuters’ mode change: An integrated choice and latent variable approach based on the theory of planned behavior

Abstract

Identifying the factors that affect the behavior of commuters has a significant impact on reaching effective Transportation Demand Management (TDM) policies. The Theory of Planned Behavior (TPB) can assist in identifying the structure of factors affecting the behavior of commuters, which is less considered in transportation studies. In this theory, it is assumed a specific behavior is influenced by subjective norms, Perceived Behavioral Control (PBC), and attitude toward that behavior. It should be noted that the empirical studies of TPB have paid less attention to some aspects such as the discrete nature of commuters’ mode choice behavior and the simultaneous consideration of objective and subjective variables that influence the transportation behavior of commuters. Therefore, in this study, with a face-to-face interview with the car commuters, their mode choice in the case of implementing three TDM policies (including two push policies of cordon and parking pricing and a pull policy of public transit development), has been evaluated in the structure of TPB considering objective and subjective variables in Tehran, Iran. The results of this study, which was conducted using the Integrated Choice and Latent Variable (ICLV) model, show that the TPB can be applied to explain the complexity of changing the trip mode of working car commuters. The results of this study confirm that the PBC and two subjective variables including pro-environmental attitude and the attitude toward transportation comfort, have a significant effect on the behavior of reducing private car usage.