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 in...

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Main Authors: Muhammad Waqas, Qian-li Dong, Naveed Ahmad, Yuming Zhu, Muhammad Nadeem
Format: Article
Language:English
Published: MDPI AG 2018-10-01
Series:Sustainability
Subjects:
Online Access:http://www.mdpi.com/2071-1050/10/10/3686
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spelling doaj-09322f5cc4c1494e89b2ea4bb3a76ae32020-11-24T23:08:34ZengMDPI AGSustainability2071-10502018-10-011010368610.3390/su10103686su10103686Understanding Acceptability towards Sustainable Transportation Behavior: A Case Study of ChinaMuhammad Waqas0Qian-li Dong1Naveed Ahmad2Yuming Zhu3Muhammad Nadeem4School of Economics and Management, Chang’an University, 2nd Ring Road, Beilin District, Xi’an 710072, Shaanxi, ChinaSchool of Economics and Management, Chang’an University, 2nd Ring Road, Beilin District, Xi’an 710072, Shaanxi, ChinaSchool of Management, Northwestern Polytechnical University, 127 West Youyi Road, Beilin District, Xi’an 710072, Shaanxi, ChinaSchool of Management, Northwestern Polytechnical University, 127 West Youyi Road, Beilin District, Xi’an 710072, Shaanxi, ChinaSchool of Social Sciences, Lanzhou University, No. 222, Tianshui South Road, Lanzhou 730000, Gansu, ChinaNowadays, 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.http://www.mdpi.com/2071-1050/10/10/3686acceptabilitysustainable transportationenvironmental concernChinanorm activation model
collection DOAJ
language English
format Article
sources DOAJ
author Muhammad Waqas
Qian-li Dong
Naveed Ahmad
Yuming Zhu
Muhammad Nadeem
spellingShingle Muhammad Waqas
Qian-li Dong
Naveed Ahmad
Yuming Zhu
Muhammad Nadeem
Understanding Acceptability towards Sustainable Transportation Behavior: A Case Study of China
Sustainability
acceptability
sustainable transportation
environmental concern
China
norm activation model
author_facet Muhammad Waqas
Qian-li Dong
Naveed Ahmad
Yuming Zhu
Muhammad Nadeem
author_sort Muhammad Waqas
title Understanding Acceptability towards Sustainable Transportation Behavior: A Case Study of China
title_short Understanding Acceptability towards Sustainable Transportation Behavior: A Case Study of China
title_full Understanding Acceptability towards Sustainable Transportation Behavior: A Case Study of China
title_fullStr Understanding Acceptability towards Sustainable Transportation Behavior: A Case Study of China
title_full_unstemmed Understanding Acceptability towards Sustainable Transportation Behavior: A Case Study of China
title_sort understanding acceptability towards sustainable transportation behavior: a case study of china
publisher MDPI AG
series Sustainability
issn 2071-1050
publishDate 2018-10-01
description 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.
topic acceptability
sustainable transportation
environmental concern
China
norm activation model
url http://www.mdpi.com/2071-1050/10/10/3686
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