Is Vienna Ready for Road Pricing? An Empirical Study Regarding the Acceptability and Patterns of Preference Within the Car-driving Population
M Jausovec, E Fürst, WU Vienna University of Economics and Business, AT
The implementation of road pricing can be seen as an effective way to solve main traffic problems especially in urban areas. Nevertheless, road pricing does not enjoy great popularity resulting in low acceptability, which will be analysed.
The implementation of road pricing can be seen as an effective way to solve main traffic problems especially in urban areas. Nevertheless, road pricing does not enjoy great popularity within the (car-driving) population resulting in low acceptability.
To test the acceptability of road pricing for Vienna a replication study was conducted. For this purpose the questionnaire survey ? which was carried out in the EU-research project AFFORD (?Acceptability of Fiscal and Financial Measures and Organisational Requirements for Demand Management?) ? was adapted according to Vienna?s conditions and broadened by a conjoint analysis.
The cognitive conditions of the acceptability for road pricing were tested on the basis of the heuristic acceptance model by Schlag & Schade. Thereby seven main acceptability variables (problem perception, important aims to reach, attribution of responsibility, subjective knowledge, perceived effectiveness, perceived equity, social norm) were analysed. Two policy packages differing in level of fees, area and revenue distribution were presented for evaluation.
The survey of 250 car drivers was conducted online by using a panel. The participants had to be resident in Vienna, possess a valid driving licence for private vehicles and own a car or at least have one available.
The study investigates the following main research questions:
- How high is the current acceptability of concrete policy packages within Vienna?s car drivers?
- Which factors influence the stated acceptability?
- What patterns of preference can be detected for designing a road pricing model for Vienna?
The survey reveals that ? as expected ? both policy packages are not accepted, however, acceptability regarding the ?weak? policy package is higher than that concerning the ?strong? one.
According to the multivariate analyses the variables ?personal outcome expectations?, ?social norm? and ?perceived effectiveness? account for more than 50% of the criterion variance, though the variable ?personal outcome expectations? is by far the most influential predictor. In contrast, only a minor socio-economic impact on acceptability of road pricing is identifiable. The traditional conjoint analysis reveals that at the choice of policy packages the one with a smaller area and lower fees is preferred.
Association for European Transport