Transactions on Transport Sciences

Transactions on Transport Sciences X:X

Why do hard restrictive demand management policies fail to succeed in developing countries? Cultural factors influence the acceptance of policies

Alireza Mahpour^a, Saeede Saeedi Sharivar^b, Parsa Zamani^a

^a. Faculty of Civil, Water and Environmental Engineering, Shahid Beheshti University, Tehran, Iran

^b. Faculty of Industrial Engineering, Institute for Management and Planning Studies, Tehran, Iran

Urban congestion and air pollution are persistent challenges in developing countries, often driven by high private vehicle dependency. While Transportation Demand Management (TDM) policies aim to mitigate these issues, restrictive measures such as driving bans frequently fail to gain public acceptance. Using the Value-Belief-Norm (VBN) theory, this paper investigates the factors affecting the acceptance of restrictive TDM regulations in Tehran, Iran. A total of 500 questionnaires were distributed to assess the impact of environmental awareness and cultural values on individuals’ transportation choices. The study utilized Structural Equation Modeling (SEM) to evaluate short-term (1-week) and medium-term (1-month) policy scenarios. Findings show biospheric and egoistic values, awareness of consequences, personal norms, and vehicle costs significantly influence sustainable travel behavior, particularly medium-term. The results suggest that combining restrictive policies with targeted education and awareness campaigns, economic incentives, and public transit investment may enhance policy acceptance and promote sustainable mobility practices in car-dependent societies.

Keywords: Transportation Demand Management (TDM), Restrictive Policy, Policy Acceptance, VBN Theory, Structural Equation Modeling (SEM)

Received: March 12, 2025; Revised: May 28, 2025; Accepted: July 1, 2025; Prepublished online: July 29, 2025