Abstract
Travel behavior change programs (TBCP) are measures or actions specifically designed to motivate people to reduce their car use. This study contributes to the literature on rigorous evaluation of the effects of participating in TBCP. In particular, we analyze the effect of TBCP in relation to a potential for a reduction in car use. In contrast to previous studies, the effect of TBCP is analyzed considering two characteristics of the trip: travel companion and time of trip. The TBCP, consisting of three persuasion actions customized to the needs of the participants in the research, was designed and implemented in Valencia (Spain). To evaluate the effects of participating in the TBCP, a two-wave panel survey was carried out, which collected activity-travel scheduling process data from participants before and after the implementation of the TBCP. To properly identify the effects of taking part in the TBCP, participants were divided into two groups: those who were involved in the TBCP, and those who did not participate in any persuasion action (control group, CG). Descriptive and confirmatory analysis, which included the use of sample selection panel data models with treatment effects and random parameters, have been developed. The results suggest that the individuals most affected by participating in TBCP are those carrying out solo and afternoon trips. If traveling with companions, those who do so with household members are more influenced by participating in TBCP. Important research and transportation policy implications are derived from these results.
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