Understanding Acceptability towards Sustainable Transportation Behavior: A Case Study of China

Nowadays, increased usage of motorized vehicles has become a cause of serious environmental and health problems which results in noise pollution, air pollution and the emission of greenhouse gases. Sustainable transportation options such as green public buses, subways and public cycling have been introduced to improve environmental quality. However, their adoption is still in the initial stage. Therefore, the aim of this study is to explore the consumer attitude towards sustainable transportation, and their willingness to choose different environmentally friendly options like cycling and public green transportation by applying a norm activation model (NAM). More specifically, this study explored the role of different predictors (sustainable transport benefits awareness, traffic problem awareness, government policies and symbolic motives of using a car) affecting citizen’s acceptability to sustainable transportation options with mediating role of environmental concern and moderating role of self-transcendence and self-enhancement. A questionnaire-based survey conducted in four major metropolitan cities of China including Beijing, Shanghai, Guangzhou, and Xi’an found that acceptability towards sustainable transportation is derived from sustainable transport benefits awareness and traffic. Symbolic motives of the car have a negative association with acceptability towards sustainable transportation. The mediating effect of environmental concerns was proved, which extends the role of NAM in this study. Self-transcendence and self-enhancement have positive and negative moderating effects consecutively towards the acceptability of sustainable transportation. This study has potential implications for the government of China, transportation, and urban planning departments in order to take necessary measures to promote sustainable transportation behavior in Chinese citizens.