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 is
to 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.
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However….
Car use may not
lead these psychological
satisfaction, but….
According to Maslow’s theory, people have
Walking,
public-transport
usesuch
, bicycle
use
higher-level
satisfaction than
physical
May(time
leadorthese
types of satisfaction.
one
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.
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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.
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