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The influence of personality on acceptability of sustainable transport policies

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  • Junghwa Kim
  • Jan-Dirk Schmöcker
  • Cecilia Bergstad
  • Satoshi Fujii
  • Tommy Gärling

Abstract

Previous research has shown that fairness, infringement on freedom, and perceived effectiveness are determinants of transport pricing acceptability. In the present study we investigate determinants of acceptability of environmental (carbon) taxation for which trust in government and environmental concern are additional determinants. Carbon taxation is an extension of fuel taxes and may thus be viewed as transport pricing. Our main focus is on the role played by personality traits. Structural equation modeling reveals that acceptability is related to the personality traits extraversion, agreeableness, and conscientiousness. Extraverted individuals have higher levels of trust in government which leads to higher acceptability. Also correlations between agreeableness and conscientiousness as well as environmental problem awareness and personal norm are observed. We discuss strategies for effective marketing of transportation policies considering how acceptability is related to personality traits. Copyright Springer Science+Business Media New York 2014

Suggested Citation

  • Junghwa Kim & Jan-Dirk Schmöcker & Cecilia Bergstad & Satoshi Fujii & Tommy Gärling, 2014. "The influence of personality on acceptability of sustainable transport policies," Transportation, Springer, vol. 41(4), pages 855-872, July.
    • Handle: RePEc:kap:transp:v:41:y:2014:i:4:p:855-872
    DOI: 10.1007/s11116-013-9502-5
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