Attitude, Subjective Norms and The Adoption of Green Transportation Modes among Generation Z's Willingness to Travel to Kuala Lumpur

Abstract

As climate change and environmental sustainability gain increasing global attention, the transportation sector, particularly in urban areas, is identified as a significant contributor to greenhouse gas emissions. Adoption of public transportation by tourists remains low, and current strategies often fail to meet tourists' needs and preferences, leading to suboptimal sustainable travel behaviours. This study investigates the adoption of green transportation modes among Generation Z tourists travelling to Kuala Lumpur, focusing on urban public transportation services such as buses, Light Rail Transit (LRT), Mass Rapid Transit (MRT), monorail, and commuter trains. Using the Theory of Planned Behaviour (TPB) as a theoretical framework, this research investigates the attitudes, subjective norms, and tourist adoption of public transport among Generation Z. A quantitative research method was employed, with data collected through self-directed questionnaires and analysed using IBM SPSS software version 29. By understanding the behavioural drivers behind green transportation adoption, this research contributes to developing strategies that enhance the attractiveness and efficiency of public transportation, ultimately reducing the environmental impact of tourism in Kuala Lumpur.