The acceptability of road pricing: Evidence from two studies in Vienna and four other European cities

Road pricing is an effective means of influencing car usage. Based on recent literature and empirical research, an established model was applied to five European cities. Not surprisingly, there is low acceptability for coercive measures like road pricing in general, but a closer look reveals a more differentiated picture. The impact of several factors on eventual acceptability was analysed. Consequently, critical factors can be identified in order to develop more effective strategies. Moreover, the role of trials is discussed. Acceptability is higher, if the necessity for a measure has well been communicated and if personal benefits can be expected. The results indicate that the underlying model can be regarded as a very valid measurement tool for acceptability of coercive traffic demand management measures. The paper also has implications for designing and successfully implementing urban road pricing schemes.