Examining Shoppers’ Stated Willingness to Pay for Parking at Suburban Malls

Abstract

This research combines stated preference data with demographic, travel habit, and shopping behavior information to examine the willingness of suburban mall patrons to pay for surface parking. Bivariate correlations and multivariate regression models are used to identify the factors that predict the hourly parking fee breakpoint at which current drivers will change travel behavior and no longer drive to the mall. This research identifies household income, vehicle engine size, mall purchase amount, and the number of additional passengers in the car as positively correlated with the willingness to pay for parking. Age and grocery shopping are negatively correlated with a willingness to pay. Several parking policy options are presented, with particular concern for social equity impacts. This research broadens the research on parking policy to consider suburban venues and provides statistical information for municipalities and mall owners to craft effective and equitable parking policies.

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