Tåget till Europa - En kvantitativ studie om vilka faktorer som påverkar svenskars benägenhet att resa med tåg inom Europa

Detta är en C-uppsats från Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

Sammanfattning: The transport industry is responsible for more than 20% of global Co2 emissions, which has resulted in an ongoing debate and several initiatives on EU-level to enable a united European railway as a step towards more sustainable travelling. This quantitative study, based on the Theory of Planned behaviour, aims to investigate which factors affect Swedish consumers' willingness to travel by train to other European countries for entertainment purposes, and the relative importance of these factors. The discoveries suggest that Attitude is best used to predict behaviour, in comparison to Subjective norm and Perceived behaviour control. In turn, Attitudes are best predicted by (in hierarchical order) Environmental impact, Price, Ease of booking and Convenience. Based on these insights, implications for policymakers and commercial actors are presented.

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