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 besocially 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) 3

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. 4

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 Maslows theory. So car use may satisfy the lower level satisfaction. 5

However…. According to Maslows 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. 6

However…. According to Maslows 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. Car use may not lead these psychological satisfaction, but…. Walking, public-transport use, bicycle use May lead these types of satisfaction. 7

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. 8

….In addition…. 9

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! 10

Yet, FORCED behavior change may lead DISbenefit… 11

conclusion - According to economic behavioral theory and Maslows 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. 12