Examining the Impact of Sustainable Value and Economic Value on TPASS Usage Intention

As Taiwan faces the challenge of reducing per capita carbon emissions from 12 tons per year—twice the global average—to achieve the “net zero by 2050” goal, understanding the factors influencing the adoption of sustainable transportation becomes crucial. This study examines how sustainable value and economic value affect TPASS usage intention, using an integrated model based on the value-attitude-behavior theory and the theory of reasoned action. The model investigates how perceived economic value, perceived sustainable value, along with attitude and subjective norms, shape consumers’ intentions to use TPASS commuter passes. Data are collected through online surveys, yielding 302 valid responses, and analyzed using structural equation modeling. Results show that both sustainable and economic values significantly influence TPASS attitude, with economic value having a stronger effect. Furthermore, attitude and subjective norms both positively affect usage intention, with subjective norms demonstrating a notably stronger impact, providing insights for sustainable transportation policies.