Influence of values attitudes towards transport modes and companions on travel behavior

The design and implementation of transport policies to promote active transport requires a deep comprehension of the factors that influence travel behavior. In this context, psychological factors and social interactions play an important role in explaining travel-related decisions. Even though, the importance of psychosocial variables in travel behavior research has been widely recognized during recent years, there is a lack of understanding of how these factors interact. This paper aims to better understand the interrelationships between values, attitudes towards transport modes and a subset of the social network composed by habitual trips and activities companions. For this purpose, a theoretical framework is proposed which posits all the possible relationships among these factors. In order to test this conceptual framework, two Structural Equation Models are estimated considering attitudes towards active transport (bike and walking), using a dataset from a web-based survey developed for the MINERVA project in Valencia (Spain). The data is composed by 404 respondents who provided valid information regarding all the variables of the study. Results confirm the hierarchical value-attitude-behavior structure while several effects are also found directly between values and attitudes. For instance, individuals who attach more importance to Stimulation and Achievement values are higher active transport user, while values traditionally associated with car use are no longer maintaining this relation. Besides that, positive attitudes towards walking and cycling are strongly associated with a higher use of active transport, and also seem to discourage the use of motorized modes. Several characteristics of companions affects personal values and active travel and less influence is found on attitudes. These findings are useful to develop transport policies and campaigns to promote sustainable transport, such as the design of strategies in the context of Travel Behavior Change Programs. Limitations of this research include several aspects related to online surveys, for instance, sample size and underrepresentation of individuals over 55 years