While most consumers agree that adopting more sustainable mobility behaviors should be a priority, this attitude often fails to translate into actual behavior. We argue that this is because sustainable mobility products do not sufficiently satisfy consumer mobility motives. To investigate this issue from a multi-modal perspective, we first synthesized previous research into a general measure of superordinate consumer motives in the mobility domain. We then conducted a representative survey experiment in which potential mobility consumers (N = 504) reported their mobility motives and their purchase intentions for a diverse set of mobility products including electric vehicles, hybrid-electric vehicles, efficient fuel cars, electric bikes, annual public transport tickets and sport utility vehicles. In line with our expectations, mobility motives substantially contributed to explaining all purchase intentions on top of demographic variables and prior ownership. While environmental motives were the most important predictor, also status, financial, independence, safety and hedonic motives contributed substantially to the prediction of mobility purchase intentions. We discuss the importance of consumer motives as a basis for marketing and policy measures, to effectively promote sustainable mobility alternatives during the rise of multi-modal mobility.

尽管大多数消费者都认为应采取更可持续的出行行为作为优先事项，但这种态度通常无法转化为实际行为。我们认为这是因为可持续出行产品不能充分满足消费者出行动机。为了从多模式的角度研究这个问题，我们首先将以前的研究综合到流动领域中上级消费者动机的一般度量中。然后我们进行了代表性的调查实验，其中潜在的流动性消费者（ñ = 504）报告了他们的出行动机以及购买各种出行产品的意愿，包括电动汽车，混合动力电动汽车，高效燃料汽车，电动自行车，年度公共交通票和运动型多功能车。与我们的预期相符，流动性动机大大有助于解释除人口统计变量和先前所有权之外的所有购买意图。尽管环境动机是最重要的预测因素，但地位，财务，独立性，安全性和享乐主义动机也对预测出行购买意图做出了重大贡献。我们讨论了消费者动机作为营销和政策措施基础的重要性，以有效地促进多式联运兴起期间可持续的出行替代方案。