From willingness to action: Do push-pull-mooring factors matter for shifting to green transportation? |
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| Institution: | 1. Graduate Institute of Technology Management, National Chung Hsing University,Taichung 402, Taiwan;2. Graduate Institute of Technology Management, National Chung Hsing University, Taichung 402, Taiwan;1. School of Transportation, Southeast University, No.35 Jinxianghe Road, Nanjing and 210096, China;2. Xi’an International University, No.18 North Zhangba Road, Xi’an and 710077, China;3. Jiangsu Institute of Urban Planning and Design, No.88 Caochangmen Street Nanjing and 210036, China;1. School of Information Management, Nanjing University, Nanjing 210023, China;2. School of Economics and Management, Nanjing University of Science and Technology, Nanjing 210094, China;3. Department of Computer and Systems Sciences, Stockholm University, Sweden |
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| Abstract: | Motivating individuals to choose green transportation is becoming increasingly important. Based on push-pull-mooring framework, this study aims to explore how push, pull and mooring factors foster individual’s willingness to shift to green transportation. This study also analyzes the role of information provision in narrowing the gap between shifting willingness and behavior. The findings revealed that push factors, including perceived environmental threats and perceived inconvenience, drive individual’s mode-shift away from private cars, whereas the pull factors, including green transport policies and campaigns, and green transport system attract individual’s mode-shift to green transportation. Moreover, the mooring factor, namely inertia, not only negatively affects individual’s shifting willingness but also negatively moderates the effects of push and pull factors on individual’s shifting willingness. In addition, shifting willingness positively affects the shifting behavior and the information provision positively moderates the relationship among them. Such findings are vital to achieve the realization of China’s low-carbon goals. |
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| Keywords: | Green transportation Push-pull-mooring framework Willingness to shift Information provision Moderating effects |
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