Measuring acceptance of tradable credit scheme and its effect on behavioral intention through theory of planned behavior

Public support is crucial for the successful implementation of congestion charging schemes. The Tradable Credits Scheme (TCS), a novel concept built upon the cap-and-trade principle, is believed to possess qualities of effectiveness and fairness that should lead to greater public approval. This study investigates the level of acceptance of TCS among the public and its impact on the propensity to shift travel modes in the TCS framework. In this study, we used the Theory of Planned Behavior, encompassing components such as attitudes toward TCS, subjective norms and perceived behavioral control and assessed the perceived effectiveness and equity of TCS. Data were acquired through an online survey involving 544 participants in China. The findings indicate that public acceptance of TCS is significantly influenced by subjective norms and attitudes toward TCS. In turn, behavioral intention is indirectly shaped by these factors, with acceptance serving as a mediator. Perceived behavioral control exerts a direct influence on behavioral intention, while perceived effectiveness and equity positively impact both the acceptance of TCS and behavioral intention. Moreover, latent profile analysis was used to determine the influence of various factors on TCS acceptance, following which we categorized the participants into four distinct groups. The results show that age, city scale, income, holding a driving license or not, car ownership, necessity through congested areas, main transportation modes, and the frequency of using different travel modes all affect the distribution of individuals in support or rejection groups Notably, over one-third of participants express TCS acceptance, with most holding a neutral stance, indicative of TCS's potential for public acceptance with effective guidance and comprehensive explanation. In summary, this research provides novel insights into the multifaceted factors that influence individuals' acceptance of TCS and offers valuable assistance in promoting an innovative traffic demand management policy.