Abstract: There has been a significant decline in active travel
and a massive increase in the use of car dependent travel in many
countries during the past two decades. Evidential risks for people’s
physical and mental health problems are correlated with this
increased use of motorized travel. These health related problems
range from overweight and obesity to increased air pollution. In
response to these rising concerns health professionals, traffic planers,
local authorities and others have introduced a variety of initiatives to
counterbalance the dominance of cars for daily journeys.
However, the nature of travel behavior change interventions,
which aim to reduce car use, are very complex and challenging
regarding their interactions with human behavior. To change travel
behavior at least two aspects have to be taken into consideration.
First, how to alter attitudes and perceptions toward the sustainable
and healthy modes of travel, in competition with experiences of
private car use. And second, how to make these behavior change
processes irreversible and sustainable. There are no comprehensive
models available to guide policy interventions to increase the level of
success of travel behavior change interventions across both these
dimensions.
A comprehensive theoretical framework is required in the effort to
optimize how to facilitate and guide the processes of data collection
and analysis to achieve the best possible guidelines for policy
makers. Regarding the gaps in the travel behavior change research
literature, this paper attempted to identify and suggest a
multidimensional framework in order to facilitate planning the
implemented travel behavior change interventions. A structured
mixed-method model is suggested to improve the analytic power of
the results according to the complexity of human behavior.
In order to recognize people’s attitudes towards a specific travel
mode, the Theory of Planned Behavior (TPB) was operationalized.
But in order to capture decision making processes the Transtheoretical
model of Behavior Change (TTM) was also used.
Consequently, the combination of these two theories (TTM and TPB)
has resulted in a synthesis with appropriate concepts to identify and
design an implemented travel behavior change interventions.