Modeling travel mode choice under social influence for the brazilian context

This study aims to define a behavioral model to verify whether there is social influence on the travel mode choice made in the Brazilian context. To achieve this goal, a survey was carried out at the Darcy Ribeiro campus of the University of Brasilia, via which travel and social data were collected, and which were analyzed by a multinomial logit model. The results of the research reveal that there is social influence on the travel mode choice made by the students commuting to the University of Brasilia, especially when considering sustainable modes (biking and walking) and carpooling: the odds of an ego using a sustainable mode are 76% higher if there is an increase of 10% in the proportion of alters who use sustainable modes. The odds of an ego carpooling are 27% higher when their alter ’s carpooling increases by 10%. Knowledge of social influence allows a better perception of relevant factors for the decision-making process. Smart urban mobility policies must consider this perspective, especially those policies that aim to promote sustainable and shared travel modes as alternatives to high levels of automobile use.