The importance of consumer motives for green mobility: A multi-modal perspective
Publikation: Beiträge in Zeitschriften › Zeitschriftenaufsätze › Forschung › begutachtet
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in: Transportation Research Part A: Policy and Practice, Jahrgang 139, 09.2020, S. 102-118.
Publikation: Beiträge in Zeitschriften › Zeitschriftenaufsätze › Forschung › begutachtet
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TY - JOUR
T1 - The importance of consumer motives for green mobility
T2 - A multi-modal perspective
AU - Herberz, Mario
AU - Hahnel, Ulf J.J.
AU - Brosch, Tobias
N1 - Publisher Copyright: © 2020 Elsevier Ltd
PY - 2020/9
Y1 - 2020/9
N2 - While most consumers agree that adopting more sustainable mobility behaviors should be a priority, this attitude often fails to translate into actual behavior. We argue that this is because sustainable mobility products do not sufficiently satisfy consumer mobility motives. To investigate this issue from a multi-modal perspective, we first synthesized previous research into a general measure of superordinate consumer motives in the mobility domain. We then conducted a representative survey experiment in which potential mobility consumers (N = 504) reported their mobility motives and their purchase intentions for a diverse set of mobility products including electric vehicles, hybrid-electric vehicles, efficient fuel cars, electric bikes, annual public transport tickets and sport utility vehicles. In line with our expectations, mobility motives substantially contributed to explaining all purchase intentions on top of demographic variables and prior ownership. While environmental motives were the most important predictor, also status, financial, independence, safety and hedonic motives contributed substantially to the prediction of mobility purchase intentions. We discuss the importance of consumer motives as a basis for marketing and policy measures, to effectively promote sustainable mobility alternatives during the rise of multi-modal mobility.
AB - While most consumers agree that adopting more sustainable mobility behaviors should be a priority, this attitude often fails to translate into actual behavior. We argue that this is because sustainable mobility products do not sufficiently satisfy consumer mobility motives. To investigate this issue from a multi-modal perspective, we first synthesized previous research into a general measure of superordinate consumer motives in the mobility domain. We then conducted a representative survey experiment in which potential mobility consumers (N = 504) reported their mobility motives and their purchase intentions for a diverse set of mobility products including electric vehicles, hybrid-electric vehicles, efficient fuel cars, electric bikes, annual public transport tickets and sport utility vehicles. In line with our expectations, mobility motives substantially contributed to explaining all purchase intentions on top of demographic variables and prior ownership. While environmental motives were the most important predictor, also status, financial, independence, safety and hedonic motives contributed substantially to the prediction of mobility purchase intentions. We discuss the importance of consumer motives as a basis for marketing and policy measures, to effectively promote sustainable mobility alternatives during the rise of multi-modal mobility.
KW - Behavioral shift
KW - Consumer behavior
KW - Consumer motives
KW - Green mobility
KW - Psychology
UR - http://www.scopus.com/inward/record.url?scp=85088052091&partnerID=8YFLogxK
U2 - 10.1016/j.tra.2020.06.021
DO - 10.1016/j.tra.2020.06.021
M3 - Journal articles
AN - SCOPUS:85088052091
VL - 139
SP - 102
EP - 118
JO - Transportation Research Part A: Policy and Practice
JF - Transportation Research Part A: Policy and Practice
SN - 0965-8564
ER -