Intention and willingness to pay for green freight transportation: An empirical examination

• Consumers had high intention to purchase and attitude toward green transportation t-shirts.
• Attitude is positively associated with a green transportation t-shirt purchase.
• Peer pressure is positively associated with a green transportation t-shirt purchase.
• Perceived behavioral control is not significantly associated with a green transportation t-shirt purchase.

The objective of this paper is to explore what motivates consumer intention and willingness to pay for green transportation. The model is based on the theory of planned behavior and explains the relationship between consumer attitude, perceived behavioral control and peer pressure on intention and willingness to pay for a t-shirt that was transported using energy efficient fuel. Data from a survey of U.S. consumers is analyzed. Results suggest consumer attitude and peer pressure are positively associated with intention which is positively associated with willingness to pay. High levels of consumer attitude, perceived behavioral control and intention suggest a positive outlook for organizations investing in green transportation initiatives. Results also suggest a need for organizations and government to market and educate consumers and citizens about the positive implications of green transportation and using energy efficient fuel.