Assessing acceptability of push-pull TDM policy packages: Integrating objective and subjective factors via hybrid choice modeling

The acceptability of Transportation Demand Management (TDM) policies significantly impacts their feasibility of implementation in cities. Even if pricing TDM policies (e.g., cordon and parking pricing) effectively reduces private car usage, they will not be adopted unless deemed sufficiently acceptable by citizens. The acceptability of TDM can be influenced by both objective factors (e.g., socio-economic characteristics, trip attributes, and policy levels) and subjective factors (e.g., perceived fairness, freedom, and effectiveness of a policy). A core aim of this study is to assess these effects on policy acceptability simultaneously. In this study, the acceptability of a package of three policies—cordon pricing, parking pricing, and improved public transit access time—was evaluated using face-to-face interview responses from the Central Business District (CBD) of a megacity. An integrated Hybrid Choice Model (HCM) was employed, incorporating latent variables including perceived fairness, freedom, policy effectiveness, and policy acceptability. Results indicate that cordon pricing is the most influential factor in the acceptability of policy packages, and using the pull policy of transit development can enhance the acceptability of both push policies, including cordon and parking pricing. The results of this study show that having a pro-environmental attitude and concern about transportation comfort significantly has an indirect effect on the acceptability of TDM policy packages. Other variables, such as workplace parking access and household car/house values, significantly increase the acceptability of policy packages, while motorcycle ownership reduces it.