Reduction of Private Vehicle Usage in Response to Fuel Price Rise: A Comparison between Automobile Drivers and Motorcycle Riders

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This study developed a model to describe the relationship between the agents of socialization, personal norm of using environment friendly traveling mode, and private vehicle usage reduction in response to fuel price rise. An empirical study was conducted by using the measurement data collected from 209 participant automobile drivers and 565 participant motorcycle riders. The study results show that the models for automobile drivers and motorcycle riders are different and should be estimated individually. The private vehicle usage reduction is found to be significantly determined by personal norm for both automobile drivers and motorcycle riders, and agents of socialization have different influences on personal norm for automobile drivers and motorcycle riders. Automobile drivers consistently have higher willingness than motorcycle riders to reduce their private vehicle usage reduction on the trips for all activities in response to fuel price rise. Some suggestions were derived from study results to reduce the vehicle usage for automobile drivers and motorcycle riders.