Promoting a sustainable behavioral shift in commuting choices: the role of previous intention and “personalized travel plan” feedback

According to the European Environment Agency (European Environmental Agency, EEA, 2018), road transport is responsible for 72% of all transport-related greenhouse gas emissions in the European Union (EU), which accounts for 25% of total energy-related emissions (Eurostat, 2018). Thus, it is crucial to identify drivers and barriers to more sustainable transport behaviors. In this regard, the Norm Activation Model and Theory of Planned Behavior have often been used as conceptual frameworks for predicting such behaviors. The present study aimed to analyze the differential impact of both socio-psychological factors and persuasive messages sent through a Personalized Travel Plan (PTP) on Sustainable Transport Choices (STC). To reach this aim we administered a survey two times (T1: Oct./Dec. 2020; T2: March/May 2021) to 398 car users. Measures of constructs included in the Norm Activation Model and the Theory of Planned Behavior, such as behavioral intention, attitude, perceived behavioral control, beliefs, and personal and social norms, were detected. Participants were then exposed to a PTP built on feedback information regarding kilocalories, CO2 emissions, cost, and time savings when using sustainable transport compared to driving a car. Structural Equation Modeling (SEM) analysis shows that intention to use sustainable transport in T1 is on one side directly predicted by personal norm, perceived behavioral control, and attitude, and on the other side emerged as the main predictor of sustainable travel choices in T2, together with kcal spent, whereas time was the major barrier. Implications and future developments are discussed in the light of the conceptual framework.