A Multi-Disciplinary Perspective
Edited by Erik Verhoef, Michiel Bliemer, Linda Steg and Bert van Wee
Chapter 13: Firms’ Perception and Acceptability of Transport Pricing
Linda Steg, Taede Tillema, Bert van Wee and Geertje Schuitema 13.1 INTRODUCTION Motorized transport has greatly increased during the last few decades. The growing number of motorized vehicles and their frequent use causes serious problems for environmental quality, the quality of the urban life, traﬃc safety, traﬃc ﬂows and the accessibility of various destinations. Many have stressed that the current transport system is not sustainable (for example, OECD, 1997, 2002; UNEP, 1999; EU, 2001, 2003; van Wee, 2007). It is widely acknowledged that changes in the volumes of motorized traﬃc are needed to reduce the many problems it produces (for example, OECD, 1997; Gärling et al., 2002). Furthermore, problems could be reduced if people were to drive at other times or in diﬀerent places. Thus, policies must target the demand for car use. Various policy measures have been proposed to manage travel demand. In general, four general travel demand management (TDM) strategies may be distinguished: information strategies and social marketing; urban planning; prohibition; and transport pricing (Steg, 2003; Gärling and Steg, 2007). These strategies diﬀer in the way they trigger behaviour changes. The ﬁrst, information strategies and social marketing, is aimed at reducing car use by changing people’s perceptions, beliefs, attitudes, values and norms. The last three are designed to change conditions and structures that inhibit motorized transport and/or facilitate the use of sustainable modes of transport. Urban planning aims to facilitate or inhibit certain types of travel behaviour by changing physical structures...
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