Environmental awareness and transportation choices: A case study in Valencia, Spain

Abstract

This research examines the role of environmental awareness and pro-environmental actions on transport mode choice among university students in Valencia, Spain. Based on data obtained through 524 face-to-face interviews, a hybrid discrete choice model was developed to identify the main determinants and the most effective policy measures to achieve sustainable transportation. Our findings highlight a disassociation between environmental awareness and actual pro-environmental actions. While the latent variable of environmental awareness has no significant effect, pro-environmental actions do positively affect the probability of using sustainable modes. In terms of policy recommendations, the most effective measures to reduce car dependency would be those affecting transit time, such as reducing parking space in campus surroundings or facilitating transfers in the case of public transportation. Finally, policies aimed at increasing sustainable transportation should not only focus on raising awareness but also on promoting involvement in non-transport-related environmental actions.

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