Fuzzy Conjoint Modelling in Studying User Willingness to Switch to Bicycle as Transportation in Ipoh City

The increase of vehicles on the road contributed to the unsustainable city. The user dependence on motorised vehicles such as cars, motorcycles, vans, buses, and trucks should be reduced. Bicycle as transportation is the alternative methods that can be done as active transportation. The usage of bicycle can be reducing traffic, improve health, and reduce environmental pollution. As a model to assess the willingness of consumers to switch to bicycle transportation, total of 400 questionnaires were distributed in Ipoh city. The analysis uses fuzzy conjoint model as introduced by Zadeh and Tuksen to assess the extent to which consumers are willing to shift to cycling transport. The findings concluded, there are 6 strategies to improve the level of bicycle use special facilities for cyclists, a special crossing for cyclists, cycle parking provision, the application of the current cycle, associated facilities and bicycle users, and location of routes for cyclists.