Intention-to-use low-carbon travel modes - An investigation integrating Maslow's hierarchy of (driving) needs and the theory of planned behavior

Abstract

The increasingly serious traffic congestion and damages on environment due to excess driving have brought considerable negative influences on the sustainable development of cities and urban residents’ well-being. The promotion of low-carbon travel modes is now necessarily required due to the environmentally-friendly and high-capacity features. This study attempts to investigate the mechanism underlying intention-to-use low-carbon travel modes based on an integration of Maslow's hierarchy of (driving) needs and the theory of planned behavior. A four-step analysis method, i.e., Exploratory factor analysis – Regression model – Bayesian network – Structural equation model, is proposed to (1) extract TPB constructs, (2) examine the hierarchical nature of perceived driving attributes, (3) identify the dependencies between driving needs, and (4) investigate influences on intention-to-use low-carbon travel modes. The final model results reflect only perceived social status at the top-level of driving hierarchy and perceived public responsibility to reduce driving at the bottom-level directly influence intention-to-use low-carbon travel modes, while other attributes have indirect effects through attitude, perceived behavioral control and subjective norm towards low-carbon travel modes. The results are expected to provide valuable implications on increasing the popularity of low-carbon travel modes by virtue of both “pull” and “push” measures.