Abstract :
Problem: Reducing gasoline consumption could sharply curtail greenhouse gas emissions. Ongoing research seeks to document factors associated with green travel behavior, like walking and transit use.
Purpose: We seek to determine whether green beliefs and values are associated with green travel behavior. We measure whether residents of communities with environmentalist attributes drive less, consume less gasoline, and are more likely to commute by private vehicle. We explore several channels through which green beliefs and values may affect travel behavior and vice versa.
Methods: We drew our demographic, transportation, and built environment data from the 2000 Census of Population and Housing including the Public Use Microdata Sample and the 2001 National Household Travel Survey, and constructed our indicators of green ideology using voting records, political party membership, and data on hybrid auto ownership. We estimated ordinary least squares regression and linear probability models using both individual households and small areas as units of analysis.
Results and conclusions: We find green ideology is associated with green travel behavior. People with green values are more likely than others to be located in communities with high population densities and proximity to city centers and rail transit stations, which are attributes conducive to environmentally friendly travel. We also find that residents of green communities engage in more sustainable travel than residents of other communities, even controlling for demographics and the effects of the built environment. Green ideology may cause green travel behavior because greens derive utility from conservation or because greens locate in, or create, areas with characteristics that promote sustainable travel. We also discuss the possibility that green travel behavior may cause green beliefs.
Takeaway for practice: If greens self-select into dense, central, and transit-friendly areas, the demand for these characteristics may rise if green consciousness does. Alternatively, if these characteristics cause green consciousness, their promotion promises to increase green behavior. The implications of our finding that residents of green communities engage in more sustainable travel patterns than others depends on the causal mechanism at work. If greens conserve because they derive utility from it, then environmental education and persuasion may bring about more sustainable travel. Alternatively, if green travel behavior causes green beliefs, it is possible that attracting more travelers to alternate modes and reducing vehicle miles traveled may increase environmental consciousness, which may in turn promote other types of pro-environment behavior.
