How consumers’ emotions about transport policies shape their adoption of sustainable transport

Abstract

Policymakers are increasingly implementing transport policies to encourage sustainable transport behaviors. However, research on how these policies influence the adoption of sustainable transport remains limited, particularly from the individual consumer’s perspective. This study examines how consumers’ emotional acceptance of transport policies—specifically, the anticipated pride and guilt-relief associated with the policies shape their intention to adopt sustainable transport. Using the case of Sweden’s environmental transport policy aimed at achieving fossil fuel independence by 2030, we surveyed 342 adults and analyzed the data using structural equation modeling. Our findings reveal that emotional acceptance of the policy significantly increases the likelihood of adopting sustainable transport (i.e. willingness to adopt an alternative fuel vehicle). Policy-related emotions enhance individuals’ perceptions of the policy’s effectiveness and foster greater support, which in turn promotes the adoption of sustainable transport options. These insights offer valuable guidance for policymakers: by complementing structural measures (such as subsidies and infrastructure investments) with communication strategies that evoke positive emotional responses, it is possible to strengthen public support for environmental transport policies and accelerate the uptake of sustainable transport.