The impact of attitudes on bicycle-oriented and car-oriented attitudes for non-work travel: A hybrid choice model

Active travel choice analysis in response to policies related to sustainability and urban sprawl has been considered in past research. Recent research emphasizes the importance of attitudinal variables in explaining underlying travel preferences. However, these studies lack detailed econometric analysis of attitudinal preferences impact on active and non-active transport choices for non-work travel activities explicitly. In this study, travel diary data from a Netherlands-based mobility panel survey is utilized. Bicycle-oriented and car-loving attitudinal indicators along with travel time and sociodemographic variables are incorporated in a simultaneous integrated choice and latent variable model for non-work travel activities. It is found that latent preferences for bicycle and car significantly impact the choice of active and non-active modes, respectively, for non-work travel activities. Bicycle choice probability is found to be more elastic to the latent car-loving attitude as compared to bicycle-oriented attitude. Both auto and bicycle choice probabilities are found to be more elastic to their respective latent preferences as compared to their respective travel times. Current research aims to contribute toward the dialogue on policies for promotion of active travel. This study provides empirical support for strategies that consider persuasive techniques and incentive mechanisms to enhance active transport usage through information technologies. Since the current empirical research advocates the influence of attitudes on the active transport choice for non-work activities, there is a high probability that such policies can be implemented and would be preferred by the individuals.