Examining well-being orientations in sustainable mobility choices: a Japan–Germany comparison

Source abstract

The adoption of sustainable mobility reflects interactions between service attributes and personal values, yet the role of deeper, self-determined well-being orientations remains underexplored. This study examines choices among privately owned gasoline vehicles, electric vehicles, car-sharing, and ride-sharing in Japan and Germany, two highly developed countries with different mobility cultures. It focuses on how individual values and service attributes dynamically interact to shape service preferences. Using a comparative survey design across cities of different sizes and drawing on Cognitive Appraisal Theory, structural equation modeling results show that well-being orientations mediate the influence of travel attitudes on mobility lifestyle preferences. Specifically, eudaimonic and cooperative well-being shape tendencies toward authentic decision-making and conformity to social expectations and sustainability policies. Latent class choice modeling and subsequent policy scenario analyses further reveal behavioral heterogeneity and cross-national differences. In both countries, three distinct latent classes are identified. Japanese consumers are highly time-sensitive, whereas German consumers are more cost-driven yet more responsive to awareness campaigns. Across both countries, approximately 20% of respondents are cost-insensitive but norm-responsive, highlighting the importance of integrating value-based strategies alongside financial incentives. Overall, the findings offer policy-relevant insights to support inclusive and value-driven mobility strategies.