Does values impact intention to use sustainable mobility? An evidence from metropolitan cities of India

The increasing awareness of environmental concerns, climate change and associated issues has prompted shift towards sustainable mobility. This research aims to investigate the influence of self-directed values on Environmental norms and their connection to intention to use sustainable mobility. Portraying on the origins from two well-known theories, namely Value-Belief-Norms (VBN) and Theory of Reasoned Actions (TRA), the study employs a path analytic model. The survey, conducted among 427 participants in Tier-I and Tier-II Indian cites utilizes Partial-Least-Squares & Structural Equation Modeling (PLS-SEM) to analyse the proposed hypothesis. The study findings show that Self-directed values stimulate pro-environmental belief and attitudes encouraging intention to use sustainable mobility. Furthermore, the study emphasizes the robust and statistically significant relationship with the path of Self-Directed Values-Personal Norm-Ecological Attitude- Intention to use Sustainable Mobility highlighting empirical evidence for- "Feel bad, and make good" approach towards intention to use sustainable mobility.