THE DETERMINANTS OF ENVIRONMENT-CONSCIOUS TRAVEL MODE CHOICE BEHAVIOR

APPLICATION OF SOCIAL PSYCHOLOGICAL MODEL TO PROMOTE PARK AND RIDE MEASURE

Abstract

The purpose of this study is to examine psychological determinants of promoting P&R measure. Our hypothesis was based on the decision making model of environment conscious behavior (Hirose, 1995). A survey was carried out for residents in the area where a social experiment of P&R was being implemented, and 893 responses were obtained (61%). The results were as follows, a) Main determinants of public transport choice behavior were perceived behavior control, cost evaluation and behavioral intention. b) Attitude and subjective norm affected the behavior indirectly by way of behavioral intention. We discussed that psychological strategy only for encouraging the environment consciousness was insufficient, while the strategies of affecting to perceived behavior control and cost evaluation should be emphasized.