Private car users’ willingness to switch to public transportation and its influencing factors in the Yangtze River Delta

Aligned with China's 2030 carbon neutrality goal, this study investigates key factors influencing private car users' intentions to switch toward public transportation in the Yangtze River Delta. Utilizing structural equation modeling (SEM), the research examines both transportation modes' direct and indirect (via identification with public transportation) effects of quality attribute evaluations—psychological benefits, economic costs, environmental impacts, safety, and convenience. Results reveal that favorable evaluations of public transportation significantly enhance switch intentions, with psychological benefits exerting the most substantial positive direct effect. Conversely, positive evaluations of private cars notably reduce switch intentions, especially regarding environmental impacts. While indirect effects mediated by user identification are statistically significant, their impact is weaker than direct evaluations, highlighting the predominant role of direct quality attribute assessments in travel mode decisions. Policy recommendations include enhancing the psychological experiences of public transportation and raising awareness of environmental costs related to private cars, thus supporting China's sustainable transportation objectives. • Public transport quality, especially psychological benefits, boosts shift intent. • Positive appraisal of private cars' environmental impact and safety inhibit shift. • Influence of mediating effects are weaker than that of the direct effect.