Personal values are psychological factors scarcely presented in travel behavior studies, despite their importance in determining life choices, decisions and actions. This paper contributes to filling this gap. The purpose of this study is to analyze the influence of personal values on attitudes, intentions and current cycling and walking. Data regarding personal values, attitudes, intentions and current use of cycling and walking were collected through a web-based survey. Pearson correlations, independent sample non-parametric tests and hierarchical regressions have been used to analyze the information. Reasonably weak but statistically significant direct and indirect effects have been identified between personal values and attitudes towards cycling and walking, intentions and current walking and cycling. Openness to change and self-transcendence values are associated to cycling and walking. Actions to encourage those personal values are needed to improve sustainable transport and mobility.

The main objective of the present study is to analyse the effect of a Travel Behaviour Change Program (TBCP) based on health improvement actions, in relation to a potential for an increase in walking and cycling, with reference to particular groups of people defined according to sociodemographics. A TBCP consisting of three persuasion actions based on health improvements was planned and executed in Valencia (Spain). A two-wave panel survey was used to study the effects of taking part in the TBCP. The panel survey collected data related to activity-travel scheduling process before and after the execution of the TBCP. To study the influence of participating in the TBCP, respondents were separated into two groups: those directly implicated in the TBCP and those who were not involved in any action (CG), which were formed on the basis of sociodemographic similarity. We developed descriptive and explanatory analyses and predictive models, to study the effect of the TBCP with reference to particular groups of people defined according to sociodemographics. Results indicate that being involved in the TBCP affects more males than females, those who share their household and do not live with their parents during weekdays, those with lower car availability, those willing to reduce car use and students. Several implications for research and transport policy are derived from these results.