Active travel as a pro-environmental behaviour: An integrated framework

Abstract

A travel mode may be chosen due to its emotional appeal (affective motive) or to express social status (symbolic motive). Previous studies have overlooked the role of such motives in active mode use as pro-environmental behaviour. This study aims to examine the role of symbolic and affective motives, together with other significant theoretical perspectives, to explain the share of active modes of transport in trips to the university. It adds to the previous literature by considering the share of active modes of transport in different seasons. We collected a total of 316 completely filled questionnaires (response rate = 75.4 percent) from a cross-sectional self-administered survey in February 2019 in Trondheim, Norway. Among the psychological variables related to active mode use, only affective motives were found significant in both summer and winter. Environmental self-identity predicted both types of motives. No evidence suggested that personal environmental norms and attitudes towards transportation significantly explained active mode share, although car-related subjective norms reached significance. Furthermore, there was no evidence that environmental attitudes towards transportation had a mediating effect between motives and active mode use. Cycling journey time between place of residence and campus was found significant in the share of active modes of transport in both seasons. The results have important ramifications for the provision of relevant regulations and raising positive support from society to enhance the share of active modes of travel to the university.