Does it matter if you like it? exploring the relationship between travel mode choice, preference, and satisfaction

Understanding the level of dissonance between travel mode and preference and its relationship with satisfaction can help develop transport strategies that encourage the use of sustainable modes. We study the difference in satisfaction levels for work and school trips of consonant travellers and dissonant travellers. The research uses a large-scale (N = 1,865) travel survey administered in Montreal, Canada. A binary logistic regression model reveals that both consonant and dissonant commuters have a high probability of satisfaction with their commute, except for dissonant car users. We find that consonant pedestrians have the highest probability of satisfaction when compared to all other groups, and that dissonant car users have the lowest probability of satisfaction. We further investigate the reasons preventing the use of preferred modes for dissonant car and transit users. Findings from this research help inform researchers and practitioners aiming to make sustainable mode choices the preferred one among travellers.