Tangible versus Self-related Value in Transport Behaviour
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2023-03-23
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en
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Desired is encouraging the two-way method of bike-and-ride in view of sustainable transport behaviour and practical considerations at a train station’s design. In the context of Venray station, this project explored the factors that predict the choice of cycling or driving to the station. A preliminary study was conducted to find out who Venray’s car and bicycle users are and understand the reasons behind their choice. Results highlight the prominent role of tangible values (e.g. convenience). The overarching theory applied to this practical situation is the Value-Based Choice Model, it predicts behaviour based on a value-related choice. Value inputs were based on the results of study 1 and existing literature. Additionally, posters (visual primes) were developed for an online manipulation based on a tangible value input (fear of bicycle theft) and a self-related value input (pro-environment goal). The model and manipulation were tested in a second online questionnaire study. Results show that pro-environment goal is positively associated with perceived likelihood of increased bicycle use to the station (PL-bicycle) and negatively associated with perceived likelihood of car use to the station (PL-car). Pro-environment goal and PL-bicycle were increased, whereas fear of bicycle theft and PL-car were reduced after seeing a poster. For fear of bicycle theft (pre, post) and group (poster1, poster2), an interaction effect was found. This project found evidence for the applicability of the Value-Based Choice Model on transport behaviour. Also, effectively increasing likelihood of more bicycle use and decreasing likelihood of car use to the station is feasible with reducing fear of bicycle theft (tangible) and activating an pro-environmental goal (self-related).
Keywords: sustainability, priming, bicycle locker, fear of bicycle theft, pro-environment goal
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Faculteit der Sociale Wetenschappen