Choice of transport mode: Moral and rational aspects

Current Research Project

Summary / Zusammenfassung: Recent claims of researchers concerned with environmentally significant behavior are stressing the need for systematic theory comparison and development. This study focus’ on the choice of commuting-mode and thereby aims to integrate a rational, utility-maximising perspective and moral-altruistic considerations by comparing the theory of planned behavior (Ajzen, 1991) and the norm activation theory (Schwartz, 1977). Additionally, moral emotions linked to commuting behavior and a more general personal value-system were assessed and analysed.
With an online survey it was possible to gather data of a large sample (n = 986). Results demonstrate that rational and moral stances are own factors with its relevance. A structural equitation model is providing detailed insights regarding central and marginal factors that explain choice of transport mode in this study. The factors that together explain the most variance are attitude toward the behavior, perceived behavioral control (theory of planned behavior) and awarness of a behavior’s consequences (norm activation theory). In sum, rational and situational factors as well as moral aspects seem to be relevant for explaining choice of transport mode.

Keywords / Suchbegriffe: choice of transport mode, theory of planned behavior, norm activation theory

Project Leadership and Contacts / Projektleitung und Kontakte

lic. phil. Bettina Ryf (Project Leader)

Funding Source(s) / Unterstützt durch: Universität Zürich (position pursuing an academic career)