Analysis of Tehran Citizens' Behavior in the Use of Public Transportation: (The Application of Planned Behavior Theory)

Today, the problem of traffic and air pollution in metropolitan areas has become a comprehensive challenge and several strategies have been proposed to reduce its effects in different cities. In recent years to focus on strategies based on behavioral economics has been of interest to researchers in developed countries. Accordingly, for reduce the problems of traffic and air pollution It is necessary to focus on the fundamental factors that make them and understanding the behavior of individuals and to change the behavior of individuals it is necessary to change the travel pattern of citizens. Theoretical model that used in this research is the theory of planned behavior(Ajzen,1991) that is based on the intention to do a behavior which is influenced by attitude, subjective norms, and perceived behavioral control. In this research, 375 questionnaires were filled out by a stratified sampling method in Tehran. The results of multiple logit model indicate that educational level, age, attitude and perceived variables control are significant. Also crowded, time, access and prestige variables have an effective on individuals behavior in using public transportation. Indirect normative variable, which expresses the behavior of friends and people who are important to the person, affects the person's behavior in the use of public transportation. Increasing the level of education also tends to increase the use of public transport.