The interplay between perceived quality and sustainability attitudes in consumers' modal choice in local transportation
DOI:
https://doi.org/10.7433/s127.2025.02Keywords:
modal shift, perceived quality, revealed preference, socio-environmental attitudes, sustainable well-beingAbstract
Frame of the research. Modal choice in urban and inter-urban mobility holds a significant potential impact on sustainable well-being across multiple dimensions (e.g. environmental impact, health, social equity). The reliance on private modes of transport has been associated with negative effects for individuals and society at large, but at the same time it is crucial to understand consumers’ attitudes and their willingness to shift towards more environmentally friendly modes of transportation, such as local public transport.
Purpose of the paper. The purpose of the study is to investigate the motivations and strategies that favour a modal shift from the use of private cars to local public transport, focusing on the role of two main multidimensional and interconnected factors: perceived quality and individual sustainability attitudes. The consumers’ perspective is integrated with that of the managers of the local public transport supply to derive meaningful implications.
Methodology. The research employed both quantitative and qualitative methods, including a self-reported survey targeting mobility consumers, from which 542 responses were collected. Additionally, 15 semi-structured interviews were conducted with operators of local public transport services.
Results. The findings suggest that perception of quality differs for high and low levels of sustainability attitudes. We also found differences in these attitudes for users and non-users. Environmental attitudes also differed according to time preference. Strategies for modal shift were found to be heterogeneous and context-dependent. Our research findings can provide guidance for enhancing the appeal of local public transport for both current users and non-users with important implications in terms of sustainability and well-being for individuals and communities.
Research limitations. The empirical analysis can be extended by integrating revealed and stated preference techniques, allowing for a direct discrimination between the use of public and private modes, particularly from the perspective of non-users. Additionally, the data examined in this study, consisting of a sample of consumers and interviews with some managers, may limit the generalizability of results. Future research could address this limitation by utilizing a more representative sample.
Managerial implications. The current study presents an integrated approach, combining various managerial policies that concurrently promote improvements in service quality, use of sustainable approaches, and long-term planning. This approach aims to create a synergistic effect that facilitates modal shift.
Originality of the paper. The paper contributes to the general debate on how to promote well-being in a sustainable manner, highlighting the application of behavioural insights to the case of modal choice in local transportation. In particular, it proposes an empirical investigation that integrates the consumers’ view with that of local public transport actors. To the best of our knowledge, this study represents one of the first attempts to simultaneously examine perception of quality, sustainable attitudes, and time preferences.
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