Commuters’ acceptance of and behavior reactions to license plate restriction policy: A case study of Tianjin,China

License plate restriction (LPR) policies are currently being implemented in major Chinese cities with the aim of mitigating traffic congestions. Meanwhile, much controversy regarding the effectiveness of the LPR policies is arising. To better understand the impact of the LPR policies, this paper studies commuters’ acceptance of and behavior reactions to the policies after their implementation. A theoretical model was proposed as the first step, followed by a questionnaire survey that was conducted in Tianjin, China, where an LPR policy has been in place since March 2014. Car owners frequently commuting within the restricted area were sampled as respondents, and a multi-variable regression method was employed to analyze the collected survey data. The results indicate that it is necessary to promote public’s acceptance of the LPR policy, because lower acceptance will lead to more negative reactions towards the policy, which may weaken its effectiveness. Main factors affecting the level of acceptance of the policy are also found, which may serve as a reference for transportation authorities seeking to increase commuters’ acceptance of the policy. These findings are beneficial to designing and implementing LPR policies.