This research arises from the need to accelerate the diffusion of sustainable mobility and the call for research on this topic. The Sustainable Development Goal 11 of the 2030 Agenda, the scientific articles on sustainable mobility systems and the advance of micro-mobility, shared mobility, Mobility on Demand (MOD) or Mobility as a Service (MaaS) in recent years manifest the importance of sustainable urban development. Given this reality, this paper explores the elements and factors that condition the adoption of a sustainable mobility mode of transport. An empirical study was carried out in the city of Seville through an electronic questionnaire delivered to university students. Our exploratory approach is an innovative point of view that can help us to better understand the reasons for the successful adoption of sustainable mobility modes of transport. The most relevant results of this study indicate that the user's perceived impacts on sustainability and customer forces influence the adoption of a mode of transport by citizens, whereas the product forces seem not to influence thTABLEis. Therefore, cities and companies that have put their emphasis exclusively on improving mobility products and services, without taking citizens into account, are less likely to succeed. Additionally, governments should consider that economic issues or environmental concerns of citizens act as drivers of innovation in urban mobility.
Keywords: PLS; adoption; customer perception; diffusion; market orientation; market-based management; mobility; sustainability.