Analysis of the Level of Public Acceptance of Road Pricing Policies with Value Belief Norm Theory Approach

The Transport Demand Management (TDM) policy is aimed at reducing the use of private cars. Concern and awareness of the environment is the basis for the TDM strategy acceptance model. This research aims to analyze and describe problem awareness, personal norms, willingness to reduce car use, justice, violations of freedom, acceptance, intentionality, and behavior in accepting TDM policies (one of which is road pricing). The method used is a combination of Value Belief Norm (VBN) theory and the level of public policy acceptance using Structural Equation Model (SEM) analysis. The total survey data used/verified was 451 respondents who were residents of Yogyakarta. The research results show that the VBN variable (36.7%) has a greater influence on the acceptance of road pricing policies, while violations of freedom do not have a significant influence (-8.7%) and the fairness variable is - 7%.