UNDERSTANDING CONSUMER INTENTIONS TO ... - ANZMAC

commuting options, one’s perceived ability to undertake carpooling, or the perceived ease of
carpooling, are positively related to carpooling intentions. This is supported by the positive
relationship between Perceived Behavioural Control and Facilitating Resources, and suggests the
importance of resources to one’s sense of control over a situation.
Fourth, previous experience was also found to be directly related to Perceived Behavioural
Control. While this relationship had not been predicted, it makes sense that having had previous
experience would increase one’s sense of control in carpooling situations. Experience was also
found to be directly related to Behavioural Intention, as predicted. The importance of
Experience in influencing Attitude, Perceived Behavioural Control and Behavioural Intention are
all important findings, and have implications for promotion and policy actions.
Although the intent of this study was to compare two models of consumer intentions to
participate in carpooling, the findings also provide insight for increasing carpooling behaviour.
In the carpooling setting, the intention to carpool is determined by one's attitudes toward
carpooling, perceived control over carpooling behaviour, and previous experience. Thus,
policymakers should concentrate on tools to influence attitudes and perceived behavioural
control. Further policy insights can be found in Mollenkopf and Ozanne (1999).
References
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