Factors affecting utility passenger modes in Calgary

Abstract

Choosing to travel as a passenger can reduce negative impacts of congestion. However, the decision to be a passenger is complex. The researcher hypothesizes that social norms and expected roles related to gender, age, income and relationships in social networks - relative to travel times and costs - have large influences on passenger mode choice behaviour. A stated preference survey was conducted in Calgary to investigate these elements. The results showed that travel time and cost, age, gender, and income, the type of relationship to the driver as well as imposing extra travel time on the driver have statistically significant influences in passenger options utility. Children showed little concern towards imposing additional travel times on parents whereas young men showed strong concern towards such imposition on their friends. This established the importance of perceived roles and social norms that can limit the ability to encourage ridesharing using small monetary incentive.