Exploring environmental and attitudinal factors influencing citizens' traffic behavior: A case study of Rasht city

ABSTRACT
Despite the recent physical and structural developments, the city of Rasht is still facing serious problems and challenges in traffic management and the traffic behavior of citizens. In this context, this research is characterized by its practical objectives and adescriptive-analytical approach, drawing on both library research and the field. This research aims to identify the environmental and attitudinal factors affecting the traffic behavior of the citizens of Rasht City. According to the Cochran formula, the statistical sample size of the research was 384 residents of Rasht city. Also, in field studies, a researcher-made questionnaire with a 5-level Likert scale was used to obtain information. Then, to analyze the data and answer the research questions, SPSS software and the structural equation model method in the software (smart pls 4) with different tests were used. In this research, it was found that there is a significant and direct relationship between environmental factors (structural and physical) and attitudinal factors, and this relationship shows that changes in the urban environment and structure can affect the attitude and perspective of citizens toward traffic behaviors. On the other hand, citizens of Rasht city consider environmental factors more influential than attitudinal factors.
Extended Abstract
Introduction
Rasht City, a prominent urban center in northern Iran and the capital of Guilan Province, stands at the crossroads of rapid urbanization and escalating traffic challenges. With an annual population growth rate of 1.9%, Rasht exemplifies thecomplexities of organic urban development,characterizedbya historical street network that evolved without formal planning. This organic texture, while culturally rich and socially vibrant,presents significant impediments to efficient urban mobility. The city's strategic role as a transportation hub and ahighdensityofadministrative,commercial,andhealthcare facilities attract substantial intra- and inter-city traffic. Official statistics from the Rasht ComprehensiveTransportation and Traffic Plan (2017) indicate that approximately 60% of households own at least one private vehicle, contributing to an estimated one million daily car trips.This reliance on private automobiles, exacerbated by the absence of a robust public transportation system, intensifiestrafficcongestion, environmental degradation, and public health concerns,including elevated greenhouse gas emissions and noise pollution.The global trend of urbanization, projected to double urban populations to five billion by 2025, underscores the urgency of addressing traffic behavior in cities like Rasht. Rapid urban expansion and inadequate infrastructure, such as narrow streets, insufficient parking, and limited pedestrian and cycling facilities, have fostered a car-centric culture. This study seeks to explore the environmental (structural and physical) and attitudinal factors shaping citizens' traffic behavior in Rasht, aiming to answer critical questions:
-What traffic behaviors most significantlyimpacttheurban environment, and how do environmental and attitudinal factors influence these behaviors?Byexaminingthese dynamics, the research aims to inform sustainable urban planning strategies that mitigate traffic-related challenges and enhance the quality of urban life.
 
Methodology
This study adopts a descriptive-analytical approach with an applied objective, integrating library-based research and field surveys to provide a holistic understanding of traffic behavior in Rasht City. The research population comprises Rasht residents, from which a statistically representative sample of 384 individuals was selected using Cochran’s formula, employing a simple random sampling technique. Data collection was conducted through a researcher-designed questionnaire featuring a 5-point Likert scale, comprising 52 specialized questions (later refined to 25 through structural equation modeling) and 10 general demographic queries. The questionnaire assessed three key variables: environmental factors (e.g., urban infrastructure, transportation systems, and environmental conditions), attitudinal factors (e.g., social interactions, mental and physical health, and driving culture), and traffic behavior (e.g., mode choice, adherence to traffic laws, and trip purposes). To ensure reliability, Cronbach’s alpha was calculated in SPSS, yielding a standardized coefficient of 0.859, indicating high internal consistency. Content validity was established through expert review by 11 specialists, while construct validity was confirmed via factor analysis. Data collection occurred both in-person, across key urban locations, and online via the Pors Line platform, enhancing accessibility and response diversity. For analysis, structural equation modeling (SEM) was performed using Smart PLS 4, complemented by various statistical tests (e.g., Bartlett’s test of sphericity and KMO index) to validate the model’s adequacy. The Kaiser-Meyer-Olkin (KMO) measure of sampling adequacy was 0.870, with a significant Bartlett’s test (p < 0.0001) confirming the suitability of the data for factor analysis. This rigorous methodology enabled a nuanced exploration of the interplay between environmental and attitudinal determinants of traffic behavior.
 
Results and discussion
The findings reveal traffic behavior in Rasht City as a multifacetedphenomenon intricately shaped by environmental and attitudinal factors. Descriptive statistics indicate that 68% of respondents own at least one private vehicle, with 31% driving between three and five hours daily, underscoring a pronounced dependency on cars. Analytical results derived from SEM highlight a significant direct relationship between environmental factors (structural and physical) and attitudinal factors, with a Pearson correlation coefficient of 0.70. This suggests that alterations in the urban environment, such as street design, infrastructure quality, and transportation availability, markedly influence citizens’ attitudes toward traffic behavior. Notably, citizens perceive environmental factors (e.g., urban density, road geometry, and parking shortages) as more influential than attitudinal factors, a perception reinforced by a path coefficient 0.577 linking environmental variables to behavior. The organic urban layout of Rasht, characterized by narrow, winding streets and high building density, amplifies traffic congestion, particularly in central areas, fostering aggressive driving behaviors and prolonged commute times. Structural deficiencies, including inadequate public transportation (e.g., insufficient bus and taxi coverage) and outdated traffic regulations, compound these issues. The study identifies urban density as a critical environmental factor, with 70% of respondents spending over an hour daily in traffic, leading to heightened frustration and unsafe practices. Conversely, attitudinal factors such as low environmental awareness and a weak culture of traffic responsibility exhibit a weaker correlation with behavior (r = 0.61), suggesting that structural constraints often overshadow individual mindsets.
 
Conclusion
This study elucidates the pivotal role of environmental and attitudinal factors in shaping traffic behavior in Rasht City, revealing a complex interplay with significant implications for urban sustainability. The strong correlation between structural conditions and attitudes (r=0.70) suggests thatenhancing urban infrastructure,particularlypublictransportation and street design, can positively influencecitizens’traffic-related perceptions and behaviors. Thepronounced dependence on private vehicles and deficiencies in transportation alternatives exacerbate congestion, pollution, and health challenges, necessitating urgent interventions. The research advocates a dual strategy as first, improving the quantity and quality of public transportation systems to reduce car dependency, as evidenced by citizens’ willingness to forgo unnecessary trips if viable alternatives exist; second, implementing educational and cultural programs to elevate environmental awareness and foster responsible traffic behavior. These measures align with the theory of planned behavior, which posits that supportive infrastructure and positive attitudes can mitigate undesirable actions. By addressing structural and attitudinal dimensions, city administrators can alleviate traffic-related social, economic, and environmental burdens, paving the way for a more sustainable urban future in Rasht.
 
Funding
There is no funding support.
 
Authors’ Contribution
The authors contributed equally to the conceptualization and writing of the article. All of the authors approved the content of the manuscript and agreed on all aspects of the work declaration of competing interest none.
 
Conflict of Interest
The authors declared no conflict of interest.
 
Acknowledgments
 We are grateful to all the scientific consultants of this paper.