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This master thesis analyzes the influence of psychological barriers of consumers from Germany, Sweden, and Iran for using sustainable transportation modes. Climate change has started to change the way people travel. Yet prior research has shown that consumers from all over the world lack consistency between their behavioral intention and their actual behavior. In the case of traveling, this means that a significant number of consumers intends to use sustainable transportation modes, but fails to use them in the end. The reasons for this so-called intention-behavior gap in consumers' minds have been researched successfully and frequently in the past two decades. The novelty of this present thesis is the international comparison of travelers from three different countries and the explicit focus on voluntary travel. The according research questions are: RQ 1:  To what extent is there a gap between the intention and behavior of leisure travelers          regarding choosing sustainable transportation vehicles? RQ 2:  Which group of consumers (inclined abstainers or disinclined actors[1]) plays the bigger      role in creating this gap? RQ 3:  What are the determinants and barriers of using more sustainable transportation     vehicles in leisure transportation? RQ 4:  How is the sustainable behavior of leisure travelers in Sweden, Germany, and Iran            different? To answer the research questions, an online survey in Swedish (n1 = 130), German (n2 = 128), and Persian (n3 = 127) language was carried out ( ∑ n = 385) in April 2020 with a convenience sampling method and analyzed in May 2020. The results show that there is a slightly positive intention-behavior gap in the Swedish sample and a slightly negative intention-behavior gap in the Iranian sample. In the German sample, no significant intention-behavior gap has been found. Moreover, a higher level of environmental attitude, a higher level of environmental knowledge, a higher level of perceived effectiveness (of the consumers' own actions), and a higher level of social norms increases the intention of leisure travelers in Sweden, Germany, and Iran to use sustainable vehicles for leisure traveling - both for short and for long trips. The impact of perceived value and perceived price of sustainable transportation modes, as well as the impact of consumers' sustainable lifestyle on the on the travel intention are not supported in all three countries. Additionally, distance between origin and destination has been found to moderate the impact of determinants on intention. The moderating role of distance also varies in different countries. [1] See the literature review chapter for an explanation

Bakgrund: Som en del av den digitala utvecklingen har e-handeln vuxit med stormsteg de senaste åren. Parallellt med denna utveckling finns det ett växande fokus på miljömässig hållbarhet, vilket gör att e-handeln, ur miljösynpunkt, framstår som negativ. Leveranserna för de varor som köps på internet bidrar exempelvis till en stor mängd koldioxidutsläpp. Både företag och konsumenter delar därför ett ansvar att motverka negativ miljöpåverkan som en konsekvens av exempelvis konsumtion. Syfte: Syftet har varit att undersöka svenska e-handelskonsumenters val av och betalningsvilja för ett klimatkompenserat leveransalternativ. Hänsyn har även tagits till konsumenternas grad av miljöengagemang för att avgöra om det har en avgörande betydelse för relationen mellan valet av klimatkompenserat leveransalternativ och betalningsviljan. Tillsammans med syftet utformades fyra frågeställningar med tillhörande hypoteser. Metod: Tvärsnittsstudien omfattades av en enkätundersökning som genomfördes online. Urvalet har varit studenter och totalt samlades 195 användbara enkätsvar in. Regressionsanalyser, inklusive en multipel regressionsanalys med en moderator, har genomförts för att testa hypoteserna. Resultat: Resultatet gav stöd för samtliga hypoteser. 1) E-handelskonsumenter som väljer ett klimatkompenserat leveransalternativ har en större betalningsvilja för ett sådant leveransalternativ. 2) Miljöengagerade e-handelskonsumenter är mer benägna att välja ett klimatkompenserat leveransalternativ. 3) Miljöengagerade e-handelskonsumenter är mer benägna att betala för ett klimatkompenserat leveransalternativ. 4) Graden av miljöengagemang har en modererande effekt på relationen mellan e-handelskonsumenters val av ett klimatkompenserat leveransalternativ och betalningsviljan för ett sådant leveransalternativ. Slutsats och bidrag: Resultatet från studien har kunnat anknytas till teorier från tidigare forskning, där några av dessa berör lågkostnads-/högkostnadsmodellen, självkontrollkapacitet, ekoskuld samt moral licensing. Studien bidrar med insikter på relationen som miljöengagerade e-handelskonsumenter har till klimatkompenserade leveransalternativ. Det är tänkbart att resultatet kan användas av e-handelsföretag och distributörer när det kommer till hur de arbetar med hållbara leveransalternativ och vad som erbjuds e-handelskonsumenter. I och med att studiens resultat tyder på att e-handelskonsumenter, främst de som är miljöengagerade, är villiga att välja samt betala för att få ett klimatkompenserat leveransalternativ, är det därför viktigt att ett sådant alternativ går att välja. / Background: As part of digital development, e-commerce has grown very much the recent years. In parallel with this development, there is a growing focus on environmental sustainability, which makes e-commerce, from an environmental point of view, appear negative. For example, the deliveries of the goods purchased online contribute to a large amount of carbon dioxide emissions. Therefore, both companies and consumers share a responsibility to counteract negative environmental impacts as a consequence of, for example, consumption. Purpose: The purpose has been to examine Swedish e-commerce consumers' choice of and willingness to pay for a climate-compensated delivery option. Consideration has also been taken of consumers' degree of environmental commitment to determine whether it is of decisive importance for the relationship between the choice of climate-compensated delivery option and the willingness to pay. Together with the purpose, four research questions were formulated with associated hypotheses. Methodology: The study was conducted with an online survey. The sample was students and a total of 195 useful questionnaire responses were collected. Regression analyzes, including a multiple regression analysis with a moderator, were performed to test the hypotheses. Findings: The results provided support for all hypotheses. 1) E-commerce consumers who choose a climate-compensated delivery alternative have a greater willingness to pay for such a delivery alternative. 2) Environmentally committed e-commerce consumers are more likely to choose a climate-compensated delivery alternative. 3) Environmentally committed e-commerce consumers are more likely to pay for a climate-compensated delivery alternative. 4) The degree of environmental commitment has a moderating effect on the relationship between e-commerce consumers' choice of a climate-compensated delivery alternative and the willingness to pay for such a delivery option. Conclusion and contribution: The results from the study could be linked to theories from previous research, where some of these concern the low-cost / high-cost model, self-control capacity, eco-debt, and moral licensing. The study contributes insights into the relationship that environmentally committed e-commerce consumers have with climate-compensated delivery options. It is possible that the results can be used by e-commerce companies and distributors when it comes to how they work with sustainable delivery options and what is offered to e-commerce consumers. As the results of the study indicate that e-commerce consumers, mainly those who are environmentally committed, are willing to choose and pay for a climate-compensated delivery option, it is therefore important that such an alternative can be chosen. (This paper is written in Swedish.)