The Influence of the Individual's Risk Perception and Attitudes on Travel Behavior
In this paper we claim that changes in individuals' attitudes, beliefs and risk perception also play an important role in this transition in travel behavior. Reducing the use of the car necessitates provision of alternative transport modes. Road users must also believe that a transition to PT and walking will improve their wellbeing. To persuade road users to give up using their cars, the problem has to be presented as a visible and immediate threat. Our hypothesis is that road accidents and the risk of being involved in them are more visible and are perceived as a greater threat than is the negative environmental impact, so individuals tend to weigh road-accident risk more than air-pollution risk. This study analyzes the effect of individuals' risk perception and fatalistic beliefs, in addition to demographic and socio-economic characteristics, on their willingness to shift from car to public transportation and walking. It further examines the relationship between people's behavior and their attitudes and beliefs.
