Acceptability of Travel Demand Management Measures: The Importance of Problem Awareness, Personal Norm, Freedom, and Fairness

Acceptability of travel demand management (TDM) with the aim of reducing private car use is modeled following a hierarchical set of beliefs. In a two-part model, pro-environmental orientation, problem awareness, personal norm, and willingness to reduce car use are linked to beliefs about to which extent the specific TDM measure is perceived to influence freedom to choose travel mode, own reduction of car use, effectiveness, fairness, and subsequently acceptability. Data were collected through a mail survey in Sweden, and the model was tested in a sample of car users for three TDM measures; improved public transport, an information campaign, and increased tax on fuel. First, the models were tested and modified in a randomly selected sub-sample (N = 462), then the modified models were validated in the remaining sub-sample (N = 460). We conclude that problem awareness and personal norm, in combination with evaluations of specific TDM measures, are underlying the acceptability of TDM measures. Moral considerations and perceived fairness were important for the acceptability of increased tax on fuel, while freedom aspects and problem awareness were of importance for the acceptability of improved public transport. Because acceptability often is important for the implementation of TDM measures, policy makers may draw on these results when attempting to increase the acceptability of various TDM measures.