Intention for Car Use Reduction: Applying a Stage-Based Model

Area of Science:

• Environmental Psychology
• Behavioral Science
• Sustainable Transportation Studies

Background:

• Understanding factors influencing sustainable travel behavior is crucial for reducing carbon emissions.
• The Theory of Planned Behavior (TPB) and Norm Activation Model (NAM) provide frameworks for studying behavioral intentions.
• Workplace commuting is a significant contributor to overall car use and environmental impact.

Purpose of the Study:

• To identify key variables driving the intention to reduce car use among employees.
• To model a stage of change construct using mechanisms from TPB and NAM.
• To inform the design of interventions promoting sustainable work commutes.

Main Methods:

• Web-based questionnaires administered to 794 employees across 11 workplaces.
• Assessment of socio-demographics, work commute details, stage of change, and TPB/NAM constructs (attitudes, norms, perceived control).
• Application of Ordered Logit Models to analyze the stage of change variance.

Main Results:

• Socio-demographic variables did not significantly explain the stage of change.
• Personal norms, attitudes (instrumental and affective), and perceived behavioral control towards sustainable travel were significant predictors, explaining 43% of the variance.
• Social norms demonstrated an indirect effect on the stage of change via personal norms.
• Relationships between predictors and stage of change were non-linear.

Conclusions:

• Interventions should focus on strengthening personal norms and perceived control, and shaping attitudes towards sustainable travel.
• Leveraging social norms to influence personal norms is a viable strategy for promoting reduced car use.
• Targeted interventions based on these psychological factors can effectively encourage a sustainable work commute.