TY - JOUR
T1 - Unconventional Green Transport Innovations in the Post-COVID-19 era. A Trade-off between Green Actions and Personal Health Protection
AU - Anwar, Muhammad Azfar
AU - Dhir, Amandeep
AU - Jabeen, Fauzia
AU - Zhang, Qingyu
AU - Siddiquei, Ahmad
N1 - Funding Information:
This research was supported by Key Project of National Social Science Foundation of China (21AGL014); Natural Science Foundation of Guangdong—Guangdong Basic and Applied Basic Research Foundation (2021A1515011894); Guangdong 13th-Five-Year-Plan Philosophical and Social Science Fund (GD20CGL28); Shenzhen Science and Technology Pro gram (JCYJ20210324093208022).
Publisher Copyright:
© 2022 The Authors
PY - 2023/1
Y1 - 2023/1
N2 - Irrefutable evidence attributes environmental challenges, such as air and noise pollution, to unsustainable transportation, especially in urban settings. In this context, urban public transport is a sustainable mobility system with ecological benefits. However, limited research focuses on understanding the factors that promote urban public transport adoption in the face of disruptive events, such as the COVID-19 pandemic. This study integrates the push-pull-mooring (PPM) model and institutional theory to examine urban commuters' intentions to switch to urban public transport in the post-COVID-19 era. This study is the first to investigate the trade-offs consumers perceive between green actions and personal health protection in the COVID-19 context. Our results indicate that regulative and normative environments, public transport's economic viability and commuters’ pro-environmental concerns and identities significantly influence their intentions to switch to public transportation. Furthermore, hygiene concerns and choice uncertainty partially moderate the tested associations. The study thus provides unique insights into the nuances of individual decision-making regarding public transport use. Leveraging our findings, we present implications for theory and practice. We also offer a possible framework for classifying consumers of green urban public transport, which can be used to create targeted communication to encourage commuters to switch to routine public transport use for sustainability and environmental protection.
AB - Irrefutable evidence attributes environmental challenges, such as air and noise pollution, to unsustainable transportation, especially in urban settings. In this context, urban public transport is a sustainable mobility system with ecological benefits. However, limited research focuses on understanding the factors that promote urban public transport adoption in the face of disruptive events, such as the COVID-19 pandemic. This study integrates the push-pull-mooring (PPM) model and institutional theory to examine urban commuters' intentions to switch to urban public transport in the post-COVID-19 era. This study is the first to investigate the trade-offs consumers perceive between green actions and personal health protection in the COVID-19 context. Our results indicate that regulative and normative environments, public transport's economic viability and commuters’ pro-environmental concerns and identities significantly influence their intentions to switch to public transportation. Furthermore, hygiene concerns and choice uncertainty partially moderate the tested associations. The study thus provides unique insights into the nuances of individual decision-making regarding public transport use. Leveraging our findings, we present implications for theory and practice. We also offer a possible framework for classifying consumers of green urban public transport, which can be used to create targeted communication to encourage commuters to switch to routine public transport use for sustainability and environmental protection.
UR - http://www.scopus.com/inward/record.url?scp=85142320840&partnerID=8YFLogxK
U2 - 10.1016/j.jbusres.2022.113442
DO - 10.1016/j.jbusres.2022.113442
M3 - Article
SN - 0148-2963
VL - 155
JO - Journal of Business Research
JF - Journal of Business Research
M1 - 113442
ER -