How do the affective and symbolic factors of private car driving influence car users’ travel behavior in a car restriction policy scenario?

The number of private car trips a person makes is usually linked to external factors such as economic incentives or disincentives, legislation, infrastructure, and the quality of transport systems, among others. The impact of these options are typically analyzed to evaluate urban transport policies and projects. However, internal factors related to an individuals' attitudes and perceptions also play an essential role in the amount of private car driving they do and on urban mobility as well. Therefore, insight into private car driving's affective and symbolic aspects is important in order to formulate appropriate transport policies and strategies to reduce car-use dependency and encourage private car drivers to use public transport. Congestion charging schemes make drivers pay the full social cost of driving, they achieve congestion reduction, pollution reduction, they make cities more attractive for pedestrians and cyclists, and help improve quality of life. Congestion charging schemes are often difficult to implement and expensive to administer. As a result of these reasons, several cities worldwide have adopted a variety of car restriction schemes that try to reduce air pollution and congestion as well, instead of establishing congestion charges. The effects of driving restrictions in the short term are positive, but in the medium and long term, there are unwanted consequences. However, by giving private car drivers the option to pay a toll so that their cars are exempted from the restriction, these perverse incentives could be eliminated. This paper analyzes the impacts of internal factors related to individuals' attitudes and perceptions about the travel behavior of car users affected by car restriction policies in urban areas. We designed a stated preference survey conducted among car owners in Cali, Colombia, where a License Plate Restriction Charging (LPRC) policy has been in place since January 2017. Through hybrid discrete choice modeling, we demonstrated that latent variables, such as the feelings of being in control, independence, and higher social status, positively influence the decision to use cars for daily trips, thus impacting the urban modal split. The heterogeneity captured through these latent variables allowed us to understand more deeply how individuals deal with the LPRC policy in order to travel to their destination.