This paper aims to identify the underlying factors in the acceptability of public transport improvement, office-based transport service, and fiscal policy measures using a framework of behavioral theories. The findings are based on results of a questionnaire survey, factor analyses, and structural equation modeling. This paper develops a joint-structural model of the theory of planned behavior and the norm-activation model, and explains the significance of behavioral theories in predicting people’s behavioral intentions and response to travel demand management (TDM) measures. The findings reveal that attitudes toward public transport, perceived behavioral control over public transport, and social and personal norms are significant determinants of people's behavioral intentions regarding TDM measures. Other factors include social status traits, flexibility and freedom, income and traveling mode. Some intervention packages have been suggested to activate different attitudes and norms for effective behavioral change. This study should provide a deep understanding of significant factors that need to be considered in implementing TDM measures in developing countries.
2015 Eastern Asia Society for Transportation Studies