A behavioural model to estimate willingness-to-pay for reducing road accident risk

In this paper, some behavioural models to estimate willingness-to-pay for reducing road accident risk are proposed. The models were calibrated by using SP data collected from a Web page survey. In the SP experiment we presented some hypotethical route choice situations to a specific category of drivers. Each situation varies as a function of travel time and cost, and number of road accidents. By using the data collected through the SP experiment we calibrated Multinomial and Mixed Logit models of route choice. These models represent a way of identifying the driver perceptions of accident risk and evaluating how driver sensitivity affects driving behaviour.