The burgeoning population have placed ever increasing travel demands, both in rural and urban areas. Some of the consequences associated with unchecked transport demands are alarming rates of pollution and ever increasing traffic congestions. In India, motor vehicle population has increased from 0.3 million in 1951 to 142 million in 2011. The decline in the share of public transport and the increased use of private means of transportation is a foremost factor adversely impacting energy use and environmental quality. The objective of this conceptual paper is to propose a behavioural change model aimed at reducing traffic congestions through various ‘soft’, as opposed to ‘hard’, transport policies that would voluntarily reduce private car use.. It is proposed to employ a blend of the Kurt Lewin's three step model and Kubler-Ross‘ model of change management, with inputs from behavioural theory of planned behaviour. Policy makers must make sure that they seek not only to fix technological and infrastructural issues, but should also give ample attention to change the perception and attitude of private vehicle users towards public transport, and thereby build an integrated, systematic and sustainable transport policy solution.
Change management, Green Transport in India, Hard and Soft Transport Policies, Psychological/Behavioural Transport Policies, Public and Private Travel mode
