Social comparison drives green transport switching: travel satisfaction as the bridge

Transitioning from private car travel to green public transportation faces substantial challenges. Private cars satisfy basic travel needs and symbolize owner pride and socioeconomic status, creating psychological barriers to switching modes. This study investigates the influence of social comparison on travel mode switching intention. A theoretical framework is developed, and hypotheses are tested using structural equation modeling. Results show that social comparison does not directly affect switching intention. Instead, it exerts an indirect effect through travel satisfaction, which fully mediates the relationship. This mediating effect is significantly moderated by switching costs. Multi-group analysis reveals significant differences in the roles of switching costs, travel satisfaction, and its mediating effect across gender and private car ownership. The study provides the first empirical evidence that social comparison indirectly drives green transportation switching intention via travel satisfaction. The findings contribute a novel theoretical perspective on the psychological mechanisms underlying green travel promotion. Practical implications include guidance for policymakers and marketers to design targeted interventions that encourage adoption of green public transportation, thereby alleviating traffic congestion and improving environmental quality.

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