How Socio-demographic Characteristics Impact Sustainable Transportation Mode Choices: An Interdisciplinary Approach to Exploring Mode Choices and Preferences

Evolving mobility options including bike sharing and car sharing demand the introduction of novel frameworks in order to understand consumers’ personal transportation mode choices. On the basis of qualitative research (focus groups) and quantitative research (large scale survey), this paper proposes that in addition to considerations of instrumental attributes related to convenience, time-efficiency, and financial cost; non-instrumental attributes such as social and psychological motivations, safety concerns, health benefits, and environmental considerations play an important role in motivating personal travel mode choices related to evolving and more sustainable mobility options. In addition, the authors explore the effect that socio-demographic characteristics may have in influencing the importance attributed to such characteristics, and how they (together) influence transportation mode choice. Notably, the authors find that consumers who opt for non-motorized and shared transportation modes give comparably more importance to health, environment, well-being, and social attributes when considering transportation modes, but that positive ratings on these attributes may not overcome disadvantages in time and convenience enough to result in a different choice. In addition, demographic variables play an important role when considering the relative importance of transportation mode attributes. Specifically, gender, ethnicity, education, children in the household, and income levels significantly predict numerous modal attribute importance rankings (especially non-instrumental ones). Together, these findings contribute to prior literature on transportation mode choices from a consumer perspective and provide important insights for transportation managers on how to best target specific consumer segments to encourage sustainable transportation mode choices.


  • English

Media Info

  • Media Type: Web
  • Features: Figures; References; Tables;
  • Pagination: 15p

Subject/Index Terms

Filing Info

  • Accession Number: 01764238
  • Record Type: Publication
  • Report/Paper Numbers: TRBAM-21-00774
  • Files: TRIS, TRB, ATRI
  • Created Date: Dec 23 2020 11:23AM