From Conventional to Sustainable: Exploring Individual Willingness to Transition to Eco-Friendly Transport in Indonesia

Objective: this study explores the factors influencing individuals’ willingness to switch to sustainable transportation, extending the push-pull-mooring (PPM) framework. Theoretical approach: it examines perceived environmental threat (PET), perceived inconvenience (PI), financial incentive policy (FIP), and green transport system and campaigns (GTC) as push and pull factors, alongside the moderating roles of perceived risk (PR) and environmental concern (EC). Methods: data from 264 respondents were analyzed using structural equation modeling to test the direct, moderating, and mediating effects on willingness to switch (WS) and switching behavior (SB). Results: the findings show that PET and PI positively influence WS, while PR negatively impacts it. Both FIP and GTC positively affect WS, which significantly leads to SB. However, PR and EC do not significantly moderate the relationships between these factors and WS. Additionally, WS mediates the effects of push and pull factors on SB. Conclusions: this research extends the PPM model by incorporating policy and behavioral factors, emphasizing that WS is a crucial mediator in sustainable transportation adoption. The results suggest that policies focused on financial incentives, effective green campaigns, and efforts to reduce perceived risks are key to encouraging behavioral change in transportation choices.