Is walking or riding your bike when a tourist different? Applying VAB theory to better understand active transport behavior.

Active transport (walking and biking) has significant environmental, health, and social benefits. Despite the importance of active transport, theoretically framed research has not sufficiently considered what makes consumers walk or bike based on activity types, particularly in an Asian context. This is an important topic as it helps provides a basis for better targeted marketing and promotion to encourage greater public engagement with active transport. To fill this knowledge gap, this work applied the value-attitude-behavior (VAB) theory to understand walkers and bikers' behaviors in comparing tourism, leisure, and work activity. Results indicate that value on attitude has the greatest influence, followed by personal, and then social norm. Behavior for active transport is significantly influenced by personal norm, followed by attitude and social norm. Interestingly, from the three types of activities, the tourism group has the strongest relationship of value and attitude and the highest prediction for attitude and behavior.