The Role of Market Insights in Shaping Sustainable Mobility in Fast Developing Countries: The Case of Vietnam

Individual mobility represents one of the main contributors of air quality degradation in urban areas, with detrimental social and environmental impacts as well as economic loss. Mobility policies hence represent a key public instrument to curb congestion, pollution and health-related problems. In order to be effective, they need to rely on an adequate knowledge of demand, in terms of commuters’ attitudes, habit strength and perceived priorities. While most studies on the determinants of modal choice are rooted in Western countries or in developed economies little evidence is available for fast-developing countries, whose urban areas suffer from severe congestion and bad air quality. We test a comprehensive model to predict mobility behaviors in Vietnam, by means of an empirical investigation, with data from 898 participants (N = 898) collected via an online self-administered questionnaire. We discuss the implications for policy of the research findings, which provide an informational background representing a necessary prerequisite for the implementation of sound policies for the shift to more sustainable paradigms.