The value-belief-norm theory, personal norms and sustainable travel mode choice in urban areas

To examine determinants of environmentally significant transport behaviour could contribute to the development of efforts aimed to influence people's travel mode choice in a sustainable manner. Travel mode choices are especially interesting in urban areas where sustainable public transportation is available. The aim of this study is to investigate whether the value-belief-norm theory can explain reported travel mode change in the Norwegian urban population. The results are based on a self-completion questionnaire survey carried out among representative samples in six urban areas in Norway (n = 1043). Using structural equation modelling, values and beliefs explained 58 per cent of the variance in personal norms. Three groups of transport mode users were identified: Frequent users of public transportation, frequent users of a car, and a group of people frequently walking or using bicycle. Both personal norms and situational factors were found to be significant predictors of reported travel mode choice.