Jinkyung Jenny KimAleksandar RadićAntonio Ariza‐MontesBee‐Lia ChuaBonhak KooSeongseop KimHeesup Han2026-03-222026-03-22202410.1080/24721840.2024.2384377https://doi.org/10.1080/24721840.2024.2384377https://andeanlibrary.org/handle/123456789/44022Citaciones: 5Objective This study is designed to predict individuals' pro-social behavior in their choice of travel modes. Specifically, the consumer adoption process and the norm activation model are incorporated as the overarching theoretical model in consideration of the relative advantages of urban air mobility.enProcess (computing)Mode (computer interface)Travel behaviorAir travelBusinessMode choiceEnvironmental economicsTransport engineeringMarketingarticle