Emotions as antecedents of sustainable travel behaviour

Abstract

Promoting the use of sustainable transport alternatives is critical for reducing carbon emissions. In this paper, we propose a cognitive mechanism that explains the extent to which individuals use different sustainable travel modes (e.g., the bus, train, bicycle, and car-sharing). Specifically, we hypothesise negative emotions related to cars as an antecedent of sustainable travel mode use where emotions such as shame, sadness, and upset are positively associated with the extent to which individuals use sustainable transport modes. These negative emotions are further hypothesised to mediate the effect of car attitudes on sustainable travel mode use. Using a broadly representative sample of the UK population (N = 1294), we test these hypotheses and find, firstly, that car attitudes are negatively associated with the use of all sustainable travel modes. Secondly, we demonstrate that negative emotions related to cars mediate this effect. In other words, negative emotions – and not car attitudes – are (positively) associated with the extent to which individuals use all sustainable travel modes. The more individuals perceive the car as something ‘good’, the less they experience emotions such as shame, sadness, and upset when thinking about cars; and it is these negative emotions that then drive sustainable travel mode use. Our study reveals that emotions can and should also be understood as antecedents of sustainable travel modes. We then discuss implications for practitioners and further research.