travel mode choice among italian customers
TRANSCRIPT
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TRAVEL MODE CHOICE AMONG ITALIAN COSTUMERS
A moral extension of the Theory of Planned Behaviour
Degree thesis of Daniel Colm
Supervisor: Prof. Dr. Bosnjak
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Contents
• Starting point
• Model
• Survey
• Results
• Discussion
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Starting point
In Italy:
• 73% of commuters are by car
• environment, noise, traffic
• >30 licences for passenger trains since 2000
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Model
Links:
Original model
Morality & Ecology
BehaviourIntention
Moral obligation
Attitudes
Social norms
Perceived behavioural
control
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Survey
• Online survey
• Direct + indir. measures per construct
• 506 responded −−> 359 completed
• Socio-demographical data
Links:
Sample
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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
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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
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THANKS FOR YOUR ATTENTION
I am now glad to answer to your questions.
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Sample description & limits
• Marital status
• Singles: 82% (41%)
• Married: 10% (50%)
• Job:
• Students: 43% (8%)
Back to “Survey”
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AttitudesAttitudes
Behavioural beliefs
Outcome evaluation
Alpha = 0,903
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Subjective norms
Social norms
Normative beliefs
Motivation to comply
Alpha = 0,717
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Perceived behavioural control
PBC
Control beliefs
Frequency
Alpha = 0,319
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Attitudes
| alphaFrequency Cronbach’s Alpha Valid cases
0-10 0,001 225
11-30 0,477 73
>30 0,629 85
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Moral obligationMoral obligation
Behavioural beliefs
Outcome evaluation
Alpha = 0,801
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Why the moral dimension?
Morality
Environmentalism
TMC
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The Theory of Planned Behaviour
BehaviourIntention
Attitudes
Social norms
Perceived behavioural
control
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The extension of the ToPB
Moral norms
BehaviourIntention
Attitudes
Social norms
Perceived behavioural
control
??
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The extension of the ToPB
Back to “Model”
BehaviourIntention
Moral obligation
Attitudes
Social norms
Perceived behavioural
control
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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”
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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”
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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”
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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”
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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”
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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
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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”