Is modal shift from car into an environmentally sustainable travel mode with longer travel time “personally” beneficial?:

A behavioural economic analysis based on utility theory.

Satoshi Fujii (Kyoto University)Atsushi Koike (Tottori University)

Presenter: Hiromu Sakai (Managing Director, Institute of Community Revitalization Research, Inc ,in Kyoto)

Modal shift and personal benefit

• Modal shift from car to other modes is sure to be “socially beneficial”.

however…• Is the modal shift “personally unbeneficial”? - it maybe personally unbeneficial, because travel time typically increase

and comfort and convenience typically decrease.

therefore…• Behavior change program in mobility management

may produce social disbenefit.• If so, B/C for some MM may be less than 1.0 in

special case! 2

However….

”Subjective Well-Being” defined in hedonic psychology was found to INCREASE for those who voluntarily change their travel modes from car to the other mode. (in Sweden; Lars, et al, 2008)

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Objective of this presentation

The objective of this presentation isto theoretically disentangle the reason for the

increase of personal benefit (e.g. SWB) due to voluntary travel behavior change that might result in reduction of SWB.

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Car use may satisfy lower-level satisfaction

Individuals prefer travel modes with less travel time and more convenience.

Yet, such attributes could be related to

“lower level satisfaction” in Maslow’s theory.

So car use may satisfy the lower level satisfaction.

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However….

According to Maslow’s theory, people have higher-level satisfaction than such physical one (time or convenience).

The higher level satisfaction includes, - satisfaction due to communication with local

people in their regional community.

- satisfaction due to “breadth of mind”

- satisfaction due to fulfill the “moralistic” desire, etc.6

However….

According to Maslow’s theory, people have higher-level satisfaction than such physical one (time or convenience).

The higher level satisfaction includes, - satisfaction due to communication with local

people in their regional community.

- satisfaction due to “breadth of mind”

- satisfaction due to fulfill the “moralistic” desire, etc.

Car use may not lead these psychological satisfaction, but….

Walking, public-transport use , bicycle useMay lead these types of satisfaction.

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If we consider “psychological” (higher level) satisfaction as well as “physical” (lower level satisfaction)…..

the voluntarily behavior change from car use to the other modes may be BENEFICIAL.

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….In addition….

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As economic behavioral theory assumed…..

If and only if people expect “positive utility” due to behavior change, they change actually behavior.

Needless to say, the “utility” related to not only physical satisfaction but also psychological satisfaction (e.g. moralistic satisfaction…)

Otherwise,

They never voluntarily change their behavior!

So, for those who voluntarily change behavior, the behavior change would be personally beneficial!

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Yet, FORCED behavior change may lead DISbenefit…

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conclusion

- According to economic behavioral theory and Maslow’s social psychological theory,personal benefit (or subjective well-being) could increase due to voluntary behavior change from car use to environmental sustainable modes use.

- Actually, empirical data that support the notion was reported in the past psychological research.

Therefore

- Perhaps, we do not have to consider “personal cost” of increase of travel time or comfort level reduction due to behavior change by mobility management, in the B/C analysis of MM. 12