Driving mad: public perceptions of road pricing and the costs of congestion in Metro Vancouver

Traffic congestion in Metro Vancouver is a widely acknowledged problem, but its true cost to society is not. The effectiveness of road pricing to reduce congestion has been demonstrated around the world. Why then if the benefits are so clear is the Metro Vancouver public opposed to road pricing? Through in-depth interviews, this study examines public perceptions of the costs of congestion and barriers to understanding the objectives of road pricing. The study found that drivers’ misperceptions about the costs of congestion and road pricing are linked to weak price signals and a lack of transparency in how public funds and TransLink revenues are connected to the road system and demand management. Public support for road pricing increases when the objective is congestion reduction rather than simply revenue generation. Three public engagement strategies to vet road pricing options are assessed and recommended.