From willingness to action: Do push-pull-mooring factors matter for shifting to green transportation?

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.