travel mode choice among italian customers
TRANSCRIPT
TRAVEL MODE CHOICE AMONG ITALIAN COSTUMERS
A moral extension of the Theory of Planned Behaviour
Degree thesis of Daniel Colm
Supervisor: Prof. Dr. Bosnjak
Contents
• Starting point
• Model
• Survey
• Results
• Discussion
Starting point
In Italy:
• 73% of commuters are by car
• environment, noise, traffic
• >30 licences for passenger trains since 2000
Model
Links:
Original model
Morality & Ecology
BehaviourIntention
Moral obligation
Attitudes
Social norms
Perceived behavioural
control
Survey
• Online survey
• Direct + indir. measures per construct
• 506 responded −−> 359 completed
• Socio-demographical data
Links:
Sample
Results • Low correlation between attitudes and moral obligation
• (r = 0,41)
• Orig. model is significant
• (R2adj= 0,37)
• Ext. model is improved
• (R2adj= 0,46)
• Moral obligation is significant
• (ßMO = 0,33)
• Social norms is significant
• (ßSN = 0,22)
Links:
Hypothesis
Discussion
• Environment-oriented adv. campaigns
• Let the consumer be part of the process
• Integrate online social services
• Communicate connected social advantages
• Improve attitude related limits
• SWOT-Analysis
THANKS FOR YOUR ATTENTION
I am now glad to answer to your questions.
Sample description & limits
• Marital status
• Singles: 82% (41%)
• Married: 10% (50%)
• Job:
• Students: 43% (8%)
Back to “Survey”
AttitudesAttitudes
Behavioural beliefs
Outcome evaluation
Alpha = 0,903
Subjective norms
Social norms
Normative beliefs
Motivation to comply
Alpha = 0,717
Perceived behavioural control
PBC
Control beliefs
Frequency
Alpha = 0,319
Attitudes
| alphaFrequency Cronbach’s Alpha Valid cases
0-10 0,001 225
11-30 0,477 73
>30 0,629 85
Moral obligationMoral obligation
Behavioural beliefs
Outcome evaluation
Alpha = 0,801
Why the moral dimension?
Morality
Environmentalism
TMC
The Theory of Planned Behaviour
BehaviourIntention
Attitudes
Social norms
Perceived behavioural
control
The extension of the ToPB
Moral norms
BehaviourIntention
Attitudes
Social norms
Perceived behavioural
control
??
The extension of the ToPB
Back to “Model”
BehaviourIntention
Moral obligation
Attitudes
Social norms
Perceived behavioural
control
Hypothesis
• H1: low correlation between attitudes and moral obligation
• H2: classical model significant
• H3: moral extension significant
• H4: moral obligation alone is important
Back to “Results”
Results
Intention AttitudesSubj.
normsPBC
Attitudes 0,453 1
Social norms
0,497 0,289 1
PBC 0,334 0,248 0,265 1
Moral obligation
0,533 0,415 0,352 0,131
☐ Hypothesis 1
☐ Hypothesis 2
☐ Hypothesis 3
☐ Hypothesis 4
Back to “Results”
Results 1:Correlation r
Intention AttitudesSubj.
normsPBC
Attitudes 0,453 1
Social norms
0,497 0,289 1
PBC 0,334 0,248 0,265 1
Moral obligation
0,533 0,415 0,352 0,131
Hypothesis 1
☐ Hypothesis 2
☐ Hypothesis 3
☐ Hypothesis 4
Back to “Results”
Results 2:Linear regression
Variable ß R R2 R2adj
Original
model
At 0,31
0,614 0,377 0,372SN 0,37
PBC 0,16
Extended
model
At 0,20
0,679 0,462 0,456
SN 0,28
PBC 0,17
MO 0,33
Hypothesis 1
☐ Hypothesis 2
☐ Hypothesis 3
☐ Hypothesis 4
Back to “Results”
Results 2:Linear regression
Variable ß R R2 R2adj
Original
model
At 0,31
0,614 0,377 0,372SN 0,37
PBC 0,16
Extended
model
At 0,20
0,679 0,462 0,456
SN 0,28
PBC 0,17
MO 0,33
Hypothesis 1
Hypothesis 2
☐ Hypothesis 3
☐ Hypothesis 4
Back to “Results”
Results 2:Linear regression
Variable ß R R2 R2adj
Original
model
At 0,31
0,614 0,377 0,372SN 0,37
PBC 0,16
Extended
model
At 0,20
0,679 0,462 0,456
SN 0,28
PBC 0,17
MO 0,33
Hypothesis 1
Hypothesis 2
Hypothesis 3
☐ Hypothesis 4
Back to “Results”
+8,4
Results 2:Linear regression
Variable ß R R2 R2adj
Original
model
At 0,31
0,614 0,377 0,372SN 0,37
PBC 0,16
Extended
model
At 0,20
0,679 0,462 0,456
SN 0,28
PBC 0,17
MO 0,33
Hypothesis 1
Hypothesis 2
Hypothesis 3
Hypothesis 4
Back to “Results”