It takes green to go green: An Atlanta-based evaluation of employer-provided commuting incentives as a method to overcome work site car-dependency

Abstract

Transportation Demand Management (TDM) is the concept of applying travel options and incentives to mitigate the effects of congestion through human travel behavior change. While traditionally applied in a municipal context, TDM has recently penetrated the corporate landscape, where employers utilize financial incentives and work place perks to achieve a commuter mode shift in their employee population that often results in financial benefits and increased employee well-being and productivity. A limitation in current employer-based TDM and within existing relevant literature is the arbitrary nature in which transportation alternatives and incentives are applied. This thesis, and the incorporated Atlanta, GA employer case study, aims to further define the influence of travel-related behaviors within employee populations and the targeted methods of incentivization that could be applied to overcome alternative mode barriers. This research specifically evaluates the viability of carpooling and transit as alternative modes within the corporate commuting landscape, distinguishing between carpool driver and carpool passenger. A mixed-method survey approach is utilized to inform a multinomial logistic regression analysis that produces utility measures for socio-demographic and TDM-related variables. This work offers value to the field of corporate TDM by providing a contemporary reference point for TDM practitioners that can help them effectively target incentives to achieve their workplace commuting-related objectives.