Investigating the Citizen's Preferences for Using Sustainable Modes of Transportation Using Discrete Choice Experiments (Case Study: Qazvin City)

One of the most important problems of urbanization is caused by the types of intra-city movement. Air pollution, traffic, sound pollution and mental and physical discomfort are some of the unfortunate consequences in this field. In this research, the factors influencing the decision-making of the citizens of Qazvin city in choosing a sustainable mode of transportation have been studied. Then, by using the discrete choice test method, people's decision to choose one of the sustainable transportation methods has been questioned through the questionnaire of the factors affecting citizens' trips with sustainable transportation methods. Safety was recognized as the most important factor for citizens. First, the results of the model in terms of their significance and then the final effects of each of the methods in the mentioned scenarios have been examined and the results indicate that 47% of people tend to choose a shared car, 24% tend to choose a bus, 19% tend to choose a bicycle and 10% tend to choose a walking method. Also, the willingness to pay has been calculated to improve each of the factors in this research, and it can be argued that parking and safety have a value of 0.065 and 0.06 respectively for people compared to the cost and travel time. It is more important.