Going Green? Modeling the Impact of Environmental Concerns and Perceptions of Transportation Alternatives on Decisions to Drive

A theory-of-planned-behavior-based model of intra-city driving incorporating cognitions concerning non-car transportation use, personal and descriptive norms, and the environment was tested. Participants were 190 residents of a UK city with good non-car travel infrastructure. Intention predicted 57% of the variance in behavior. In addition, 49% of intention variance was predicted by car-use attitudes, perceived behavioral control, descriptive norms, non-car-use attitudes, subjective norms, and personal norms. Concern and efficacy for reducing car-related environmental problems were associated with non-car attitudes and personal norms. Results demonstrate the importance of modeling transportation choice on cognitions relating to both car use and alternative transportation.