1. Travel intention: Relative value of transport alternatives Conference Changes in lifestyle and its environmental consequences Brno, Czech Republic, April 22, 2016 Inge Brechan

2. Overview Empirical study on travel mode intention –Introduction Research question and background –Method –Results –Discussion Questions

3. Introduction How well does general models of human behavior explain travel mode choice? Does it matter that choice of travel mode is a choice between alternative modes of travel, and not only whether or not (or how much) you travel by a specific mode of transportation? –In other areas the focus is on whether the behavior is performed or not, e.g. polluting, littering, recycling, tobacco, drugs, alcohol, physical exercise, healthy eating

4. Models of human behavior Theory of Planned Behavior (Ajzen, 1991) –Attitude towards the behavior –Prescriptive behavioral norms –Perceived behavioral control Self-efficacy theory (Bandura, 1997) Habitual behavior (Triandis, 1977) and automaticity (Bargh, 1990)

5. A conceptual model Behavior Behavioral intention Attitude towards the behavior Prescriptive behavioral norm Perceived behavioral control Self-efficacyPast behavior

6. Choosing between alternatives You can like alternative A very much, but if you like alternative B even better you will probably choose alternative B Relative measures (e.g., preference for A relative to preference for B) are better predictors than absolute measures (e.g., preference for A) Ajzen & Fishbein, 1980

7. Method A commercial panel of participants –Paid for participation –Representative of the general adult population in Norway –N = 500 Completed a questionnaire on-line

8. Measures All measures were repeated for four modes of transport: Car, public transport, bicycle, and walking on foot Behavioral intention, three items, e.g., «How likely are you to travel by car next week?» from 1 (very unlikely) to 7 (very likely)

9. Measures Attitude towards the behavior, seven items, e.g., «Would travelling by car be a good solution to your transport needs next week?» from 1 (very bad) to 7 (very good) Prescriptive behavioral norm, three items, e.g., «How do you think your friends think you should travel next week?» from 1 (definitely not by car) to 7 (definitely by car)

10. Measures Perceived behavioral control, three items, e.g., «How likely is it that a car would be an available alternative for your transport needs next week?» from 1 (not available, for sure) to 7 (available, for sure) Self-efficacy, three items, e.g., «If you decided to, how confident are you that you could travel by car next week?» from 1 (very unconfident) to 7 (very confident)

11. Measures

13. Car Behavioral intention Attitude towards the behavior Prescriptive behavioral norm Perceived behavioral control Self-efficacyPast behavior Attitude towards the behavior Prescriptive behavioral norm Perceived behavioral control Self-efficacyPast behavior Absolute measuresRelative measures.20 ***.21 ***.33 ***.27 ***.06 ns.46 ***.15 ***.25 ***.08 *.09 *

14. Public transport Behavioral intention Attitude towards the behavior Prescriptive behavioral norm Perceived behavioral control Self-efficacyPast behavior Attitude towards the behavior Prescriptive behavioral norm Perceived behavioral control Self-efficacyPast behavior Absolute measuresRelative measures.28 ***.33 *** -.04 ns.16 ***.41 ***.22 ***.23 *** -.03 ns.20 ***

15. Bicycle Behavioral intention Attitude towards the behavior Prescriptive behavioral norm Perceived behavioral control Self-efficacyPast behavior Attitude towards the behavior Prescriptive behavioral norm Perceived behavioral control Self-efficacyPast behavior Absolute measuresRelative measures.39 ***.21 ***.22 ***.01 ns.18 ***.51 ***.16 ***.19 ***.00 ns.19 ***

16. On foot Behavioral intention Attitude towards the behavior Prescriptive behavioral norm Perceived behavioral control Self-efficacyPast behavior Attitude towards the behavior Prescriptive behavioral norm Perceived behavioral control Self-efficacyPast behavior Absolute measuresRelative measures.23 ***.38 ***.27 *** -.05 ns.14 **.34 ***.33 ***.18 ***.05 ns.12 **

17. Discussion Relative measures are better predictors than absolute measures The results support the theoretical models involved –Perceived behavioral control was not a statistically significant predictor of intention to travel by public or non-motorized transport Perceived as generally available?

18. Thank you for listening! E-mail: inge.brechan@hil.no Questions?