Measuring Soft Measures Within a Stated Preference Survey: The Effect of Pollution and Traffic Stress on Mode Choice

The objective of this research is to study the extent to which information on pollution and individual stress has on the choice to shift from private car to Park and Ride. A Stated Preference experiment was built where the reduction of CO2 and stress are attributes of the experimental design. Results showed that the utility to Park and Ride increases with the level of awareness, 2) the more individuals consider receiving information about stress useful, the more they tend to behave sustainably, 3) aspects associated with stress appear to have a greater influence on travel choice than environmental aspects.