Effects of increased awareness on choice of travel mode

This paper reports a field experiment with the purpose of studying the effects of increased awareness on travel mode choice. One hundred fifteen subjects were randomly assigned to an experimental and a control group. In the experimental group, a more deliberate choice of travel mode was induced and expected to result in a stronger relationship between attitude and behavior, a weaker relationship between habit and behavior, and a behavioral change among individuals with a strong habit. Attitude, habit, and behavior were measured in travel diaries and questionnaires. The results indicated no significant change in the relationship between attitude and behavior and no significant change in the relationship between habit and behavior. However, a temporally extended decrease in car use was observed in the experimental group. The effect was noted for individuals with a strong habit who reduced their car use but not for subjects with a weak habit.