Although the toll motorways provide a higher level of service (LOS), some drivers tend to avoid them due to toll charges. This paper aims to determine the factors influencing toll motorway avoidance to define new pricing policy and mitigating measures. The case study was conducted in Serbia, to target group of drivers who avoid toll motorway usage. The paper considers a hypothetical situation: toll avoidance drivers’ willingness to shift to toll motorways if they had a different pricing scheme. Based on the statistical analysis, it was determined that the key factors influencing the driver’s willingness to shift to the motorway are the toll rate, income, trip frequency, purpose, and distance of travel, as well as users’ attitudes about the LOS, provided to the toll rates and revenue generated from road tolling. The results obtained should help decision-makers in defining the appropriate road pricing policy that will decrease toll evasion.