The interplay between perceived quality, sustainability attitudes, and consumers’ modal choice in local transportation

Frame of the research. Modal choice in urban and inter-urban mobility holds a significant potential impact on sustainable well-being across multiple dimensions (e.g., environmental impact, health, social equity). The reliance on private modes of transport has been associated with negative effects for individuals and society at large, but at the same time it is crucial to understand consumers’ attitudes and their willingness to shift towards more environmentally friendly modes of transportation, such as for example local public transport. Purpose of the paper. The purpose of the paper is to dig into motivations and strategies that may favour a modal shift from private cars to local public transport, focusing on the role of two main multidimensional and interconnected factors: perceived quality and individual sustainability attitudes. The consumers’ perspective is integrated with the view of managers of the local public transport supply in order to derive meaningful implications. Methodology. The research employed both quantitative and qualitative methods, including a self-reported survey targeting mobility consumers, from which 542 responses were collected. Additionally, 15 semi-structured interviews were conducted with operators of local public transport services. Results. The findings suggest that perception of quality differs for high and low levels of sustainability attitudes. We also found differences in these attitudes for users and non-users. Environmental attitude also differed according to time preference. Strategies for modal shift were found to be heterogeneous and context-dependent. Our research findings can provide guidance for enhancing the appeal of local public transport for both current users and non-users with important implications in terms of sustainability and well-being for individuals and communities. Research limitations. The empirical analysis can be extended by integrating revealed and stated preference techniques, allowing for a direct discrimination between the use of public and private modes, especially from the perspective of non-users. Managerial implications. The current study presents an integrated approach, combining various managerial policies that concurrently promote improvements in service quality, use of sustainable approaches, and long-term planning. This approach aims to create a synergistic effect that facilitates modal shift. Originality of the paper. The paper contributes to the general debate on how to promote well-being in a sustainable manner, highlighting the application of behavioural insights to the case of modal choice in local transportation. In particular, it proposes an empirical investigation that integrates the consumers’ view with that of local public transport actors. To the best of our knowledge, this study represents one of the first attempts to examine at the same time perception of quality, sustainable attitudes, and time preference. Keywords: modal shift; perceived quality; revealed preference; socio-environmental attitudes; sustainable well-being