n this study, the acceptability of different transport policy measures was examined. Three measures were assessed individually and as packages combining one push measure (a raised tax on fossil fuel) and one pull measure (in Package 1 improved public transport and in Package 2 a subsidy of renewable fuel). To analyze factors important for the acceptability, we proposed a model where the value-belief-norm theory combined with policy specific beliefs (perceived fairness and perceived effectiveness) predicted acceptability. Furthermore, we examined whether problem awareness or personal norm was more important for acceptability. In a questionnaire study conducted in Sweden, a sample of car users (N = 616) assessed the transport policy measures. Results showed that while the pull measures were perceived to be effective, fair, and acceptable, the push measure and the packages were perceived to be rather ineffective, unfair, and unacceptable. The proposed model was supported for the measures and problem awareness was found to have a direct effect on acceptability for the pull measures while personal norm was found to have a direct effect on acceptability for the push measure and the two policy packages. In addition, perceived fairness and effectiveness were found to be particularly important for acceptability.