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Strategies to Promote Environmentally-friendly Transport Modes by Analyzing the Inner Feelings of Automobile Users

Chang Yi · Miree Byun · Sehyun Park

The Seoul Metropolitan Government makes policy efforts to promote public transport and electric vehicles, because automobiles powered by gasoline emit greenhouse gases, and thus, aggravate air pollution. In fact, there are two fundamental goals of every transport policy in Seoul: 1) inducing automobile users to use public transport modes, and 2) leading gasoline car drivers to choose electric vehicles. However, the intended effect of transport policies to achieve the two goals is expected to differ from person to person. We argue that it depends on one’s inner feelings about various matters related to transportation such as environmental problems, usefulness of cars, feelings towards automobiles, and the current transport policies. This study analyzed the inner feelings of car users on 1) attitude towards functions of cars; 2) attitude towards transport policies; 3) attitude towards active living and safety; 4) social·moral norms; 5) control beliefs; and 6) symbolic meanings and affection towards cars. According to the theory of planned behavior, these are factors that explain the inner feelings on transport mode choice. Our analysis finds that there are specific groups of people who can be more induced to relinquish their gasoline·diesel cars and take public transport or electric vehicles. We suggest that transport policies are marketed and branded to penetrate the inner feelings of such groups. Policy recommendations are proposed.