Travel mode choice among Italian customers
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Presentation for the degree thesis of the Bachelor in Economics & Management at the Free University of Bolzano.
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Travel mode choice among Italian customers
- 1. TRAVEL MODE CHOICE AMONG ITALIAN COSTUMERS A moral extension of the Theory of Planned Behaviour Degree thesis of Daniel Colm Supervisor: Prof. Dr. Bosnjak
- 2. Contents • Starting point • Model • Survey • Results • Discussion
- 3. Starting point In Italy: • 73% of commuters are by car • environment, noise, traffic • >30 licences for passenger trains since 2000
- 4. Model Moral obligation Attitudes Intention Behaviour Social norms Perceived behavioural control Links: Original model Morality & Ecology
- 5. Survey • Online survey • Direct + indir. measures per construct • 506 responded −−> 359 completed • Socio-demographical data Links: Sample
- 6. 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
- 7. 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
- 8. THANKS FOR YOUR ATTENTION I am now glad to answer to your questions.
- 9. Sample • Marital status description & • Singles: 82% (41%) limits • Married: 10% (50%) • Job: • Students: 43% (8%) Back to “Survey”
- 10. Behavioural beliefs Attitudes Attitudes Outcome evaluation Alpha = 0,903
- 11. Normative beliefs Subjective Social norms norms Motivation to comply Alpha = 0,717
- 12. Perceived Control beliefs behavioural PBC control Frequency Alpha = 0,319
- 13. Attitudes | alpha Frequency Cronbach’s Alpha Valid cases 0-10 0,001 225 11-30 0,477 73 >30 0,629 85
- 14. Behavioural beliefs Moral obligation Moral obligation Outcome evaluation Alpha = 0,801
- 15. Why the moral dimension? Morality Environmentalism TMC
- 16. The Theory of Planned Behaviour Attitudes Social norms Intention Behaviour Perceived behavioural control
- 17. Moral norms The extension of the ToPB ? ? Attitudes Social norms Intention Behaviour Perceived behavioural control
- 18. The extension of the ToPB Moral obligation Attitudes Intention Behaviour Social norms Perceived behavioural control Back to “Model”
- 19. 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”
- 20. Subj. Intention Attitudes PBC norms Results Attitudes 0,453 1 Social 0,497 0,289 1 norms PBC 0,334 0,248 0,265 1 ☐ Hypothesis 1 ☐ Hypothesis 2 ☐ Hypothesis 3 ☐ Hypothesis 4 Moral 0,533 0,415 0,352 0,131 obligation Back to “Results”
- 21. Subj. Intention Attitudes PBC Results 1: norms Correlation r Attitudes 0,453 1 Social 0,497 0,289 1 norms PBC 0,334 0,248 0,265 1 Hypothesis 1 ☐ Hypothesis 2 ☐ Hypothesis 3 ☐ Hypothesis 4 Moral 0,533 0,415 0,352 0,131 obligation Back to “Results”
- 22. Results 2: Variable ß R R2 R2adj Linear regression At 0,31 Original SN 0,37 0,614 0,377 0,372 model PBC 0,16 At 0,20 SN 0,28 Hypothesis 1 Extended 0,679 0,462 0,456 ☐ Hypothesis 2 model ☐ Hypothesis 3 PBC 0,17 ☐ Hypothesis 4 MO 0,33 Back to “Results”
- 23. Results 2: Variable ß R R2 R2adj Linear regression At 0,31 Original SN 0,37 0,614 0,377 0,372 model PBC 0,16 At 0,20 SN 0,28 Hypothesis 1 Extended Hypothesis 2 0,679 0,462 0,456 model ☐ Hypothesis 3 PBC 0,17 ☐ Hypothesis 4 MO 0,33 Back to “Results”
- 24. Results 2: Variable ß R R2 R2adj Linear regression At 0,31 Original SN 0,37 0,614 0,377 0,372 model PBC 0,16 At 0,20 SN 0,28 Hypothesis 1 Extended Hypothesis 2 0,679 0,462 0,456 model Hypothesis 3 PBC 0,17 ☐ Hypothesis 4 +8,4 MO 0,33 Back to “Results”
- 25. Results 2: Variable ß R R2 R2adj Linear regression At 0,31 Original SN 0,37 0,614 0,377 0,372 model PBC 0,16 At 0,20 SN 0,28 Hypothesis 1 Extended Hypothesis 2 0,679 0,462 0,456 model Hypothesis 3 PBC 0,17 Hypothesis 4 MO 0,33 Back to “Results”
Editor's Notes
- Dear blablaThis study is concerned with the elements influencing the travel mode choice in Italy. To investigate the reasons behind the choice of the car instead of the train in commutation from home to the working but also studying and shopping place we applied the theory of planned behaviour expanding it with the addition of moral obligation.
- In Italy 73% of the commuting for professional and other reasons happened by private car with obvious consequences for traffic, noise and environment.A the same time the Italian Government has issued more than 30 licences all over the country for passenger trains since 2000.The study starts from here to understand how travel mode choice is determined in the country.
- The ToPB has been employed to assess the reasons that determine the choice of the train with respect to other means of transportation. The model analyses how behavioural intention is formed, starting from the four determinants we can see listed on the left. Its significance in the field of travel mode choice has been proved by many studies in the past, especially with the moral extension, that was not initially included in the original model formulated by Ajzen.
- The various constructs have been measured by a standard set of questions, adapted to our needs. The survey has been conducted online and reached in 5 days 646 for people of which 78% responded and 56% completed it.
- This was my thesis described in its essential parts. I’m now glad to answer to your questions.
- Morality applies to travel mode choice in various manners. Morality in general is usually perceived to be an interpersonal construct, that works in relation to other human beings. In the choice of the transportation mean we perceive instead more the non human dimension, when moral behaviour happens with concern towards the environment.
- Generally this model has shown to have a significant explanatory power on the influence of these three elements on behavioural intention, the precursor of volitional behaviour. Attitudes reflect the perceived advantages of performing an action, social norms are the perceived judgement of others on our behaviour and the pbc is our confidence in being able to control and perform the behaviour.
- What we wanted to test is if moral norms determine intention indirectly influencing first attitudes or if the act on intentions directly in a parallel manner to the classical three constructs. We found theory sustaining both positions. On the one hand attitudes were originally based on the direct benefits one expects to get in return of a particular behaviour. On the other, a strong correlation has been measured between these two constructs in researches that already applied this model.
- After a deeper insight questions of the surveys that employed moral obligation on the same level of attitudes, we noticed some degree of ambivalence in the questions address to assess the scoring of attitudes. Question were mainly constructed as “Doing xy is in my opinion… good/bad, tolerable/untolerable etc.”.The Likert scales used, ranged between attributes that bring the surveyed person to answer in a generic way, mixing personal norms and utilitarian attitudes.In our survey we paid much attention on the dimension to use, and significantly reduced the overlap between these two elements.
- Here you can see the hypothesis that drove the research. In the first place it was necessary to control that moral obligation was not just a rephrasing of attitudes, like some researchers have sustained. Then a measure of the model without the the addition of moral obligation was needed to measure if the moral dimension had any sense at all. Finally I had to check that moral obligation taken alone was influent on intentions. Time and budget limits made it impossible to control also the influence on effective behaviour.
- For the first hypothesis