This paper explores the identification of travel behavior segments using attitude theory, specifically the Theory of Planned Behavior (TPB), to understand and predict mode choice. The study segments a population of day trip travelers into six distinct psychographic groups, each with varying degrees of potential to switch travel modes. These groups are characterized by unique combinations of preferences, worldviews, and attitudes, indicating that different groups require different approaches to influence mode choice behavior. Socio-demographic factors have little impact on travel profiles, suggesting that attitudes are more influential. The paper argues that commonly used a-priori classifications based on demographic variables may oversimplify the market, while cluster analysis provides a more effective method for identifying naturally occurring, relatively homogeneous groups. The findings have implications for designing targeted hard and soft transport policies to optimize the chance of influencing mode choice behavior.This paper explores the identification of travel behavior segments using attitude theory, specifically the Theory of Planned Behavior (TPB), to understand and predict mode choice. The study segments a population of day trip travelers into six distinct psychographic groups, each with varying degrees of potential to switch travel modes. These groups are characterized by unique combinations of preferences, worldviews, and attitudes, indicating that different groups require different approaches to influence mode choice behavior. Socio-demographic factors have little impact on travel profiles, suggesting that attitudes are more influential. The paper argues that commonly used a-priori classifications based on demographic variables may oversimplify the market, while cluster analysis provides a more effective method for identifying naturally occurring, relatively homogeneous groups. The findings have implications for designing targeted hard and soft transport policies to optimize the chance of influencing mode choice behavior.