The effects of generational differences in travel socialisation on sustainable travel preference and intentions

This study examines how generational differences in travel socialisation shape sustainable travel preferences for commuting by bicycle and bus and intentions to purchase a hybrid or electric car if such options were available and affordable. Drawing on survey data from 519 millennial and 870 Generation Z university students in Ghana, the findings show cohort differences in the socialisation pathways associated with sustainable travel preferences and intentions. Among Gen Z respondents, early exposure to car ownership was associated with stronger preferences for bicycles and bus use, while among millennials, growing up in carless households were linked to stronger intentions to adopt hybrid or electric cars. Several socialisation variables significantly predicted cycling, bus use, and hybrid/electric car adoption, underscoring the enduring influence of childhood and adolescent experiences in shaping sustainable travel preferences and intentions. These findings extend travel socialisation theory by demonstrating how transport mode norms and dispositions formed early in life shape sustainable travel preferences and intentions in young adulthood. Beyond its theoretical contributions, this study offers significant practical implications for a diverse range of stakeholders. Bus service providers could combine subsidised or fare-free schemes for students with improvements in service frequency and network connectivity, while car retailers may leverage cohort-specific strategies to accelerate electric car adoption. Furthermore, universities can encourage low-carbon commuting through targeted institutional practices. Ultimately, policymakers can better align attitudinal foundations with infrastructure development and transport innovation to advance sustainable urban mobility.