The Effects of Moral Norms, Social Norms and Pro-Environmental Attitude on Travel Behavior In Malaysia

Abstract

Public transportation helps to reduce air pollution that creates negative impacts on work performance, work quality, and productivity. The study investigates the effects of moral norms, social norms, and pro-environmental attitudes on the travel behavior of public transport commuters. A survey was carried in Greater Kuala Lumpur, and a total of 904 usable questionnaires were analyzed using Partial Least Squares. The findings showed that a pro-environmental attitude had a weak relationship to travel behavior, but moral norms played a strong instrumental influence when commuters chose public transport. Recommendation and suggestions provided.