Going Green? Modeling the Impact of Environmental Concerns and Perceptions of Transportation Alternatives on Decisions to Drive

A theory‐of‐planned‐behavior‐based model of intra‐city driving incorporating cognitions concerning non‐car transportation use, personal and descriptive norms, and the environment was tested. Participants were 190 residents of a UK city with good non‐car travel infrastructure. Intention predicted 57% of the variance in behavior. In addition, 49% of intention variance was predicted by car‐use attitudes, perceived behavioral control, descriptive norms, non‐car‐use attitudes, subjective norms, and personal norms. Concern and efficacy for reducing car‐related environmental problems were associated with non‐car attitudes and personal norms. Results demonstrate the importance of modeling transportation choice on cognitions relating to both car use and alternative transportation.