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Commuters’ attitudes and norms related to travel time and punctuality: A psychographic segmentation to reduce congestion

Lookup NU author(s): Professor Elisabetta Cherchi

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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (CC BY-NC-ND).


Abstract

Congestion remains one of the most prevalent transport problems in big cities. As a starting point for moretargeted interventions to reduce congestion, this paper suggests a segmentation of commuters. Based on psychographicfactors derived from an expanded Theory of Planned Behaviour, we identify three distinct commutersegments: (1) Unhurried timely commuters, who find it very important to arrive on time but less important tohave a short travel time; (2) Self-determined commuters, who find it less important to arrive on lime and dependless on others for their transport choices; and (3) Busy commuters, who find it both important to arrive on timeand to have a short travel time. Comparing the segments based on background variables shows that Self-determinedcommuters are younger and work more often on flextime, while Unhurried timely commuters havelonger distances to work and commute more often by public transport. Results of a discrete departure timechoice model, estimated based on data from a stated preference experiment, confirm the criterion validity of thesegmentation. A scenario simulating a toll ring illustrates that mainly Self-determined commuters would changetheir departure time as a response to this economic intervention, while we suggest alternative interventions forthe two other segments. The results stress the need for more targeted efforts to change departure time choice andpoint to ways to improve the suggested segmentation approach.


Publication metadata

Author(s): Haustein S, Thorhauge M, Cherchi E

Publication type: Article

Publication status: Published

Journal: Travel Behaviour and Society

Year: 2018

Volume: 12

Pages: 41-50

Print publication date: 01/07/2018

Online publication date: 18/05/2018

Acceptance date: 06/03/2018

Date deposited: 08/08/2018

ISSN (print): 2214-367X

ISSN (electronic): 2214-3688

Publisher: Elsevier BV

URL: https://doi.org/10.1016/j.tbs.2018.04.001

DOI: 10.1016/j.tbs.2018.04.001


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