Investigating Proenvironmental Behavior: The Case of Commuting Mode Choice

Abstract

The central aim of this article is to investigate mode choice behavior among commuters in Ho Chi Minh City using disaggregate mode choice model and norm activation theory. A better understanding of commuters' choice of transport mode provide an opportunity to obtain valuable information on their travel behaviors which help to build a basic for proffering solutions stimulating commuters to switch to public transport, which in turn contribute to deal with traffic problems and environmental issues. Binary logistic regression was employed under disaggregate choice method. Key findings indicated that Demographic factors including Age (-0.308), Married (-9.089), Weather (-8.272); Trip factors including Travel cost (0.437), Travel distance (0.252), and Norm activation theory (Awareness of consequences: AC2 (-1.699), AC4 (2.951), AC6 (-3.523), AC7 (-2.092), AC9 (-3.045), AC11 (+ 2.939), and Personal norms: PN2 (-2.695)) had strong impact on the commuters' mode choice. Although motorcycle was the major transport mode among commuters, they presented their willingness to switch to bus transport if it had less negative impacts on the environment and their daily living environment.