Abstract
This paper aimes to analyze the route switching behavior for contributing to the improvement of a regional environment by persuasive communication. The field of the experiment is a Hanshin-area, and the target is drivers who use the Kobe-line of Hanshin Expressway. We tried to implement some types of persuasive communication, and test the effects of the communication on psychological factors and route choice behavior. As a result of data analysis, we fined that the behavioral intention to implement socially-desirable-route-choice behavior was activated due to persuasive communication and that the communication modified actual route choice behaviors.
