Abstract
Developing a comprehensive and accessible urban railway system (metro) is essential for promoting environmentally sustainable transportation and achieving long-term urban development. In Ha Noi, Viet Nam, the public’s limited familiarity and experience with the metro system pose barriers to broader adoption. To resolve this, a psychological approach is needed to explore how perceptions and intentions shape commuter behaviour. This study extends the Model of Goal-Directed Behaviour, which emphasizes desires as a key motivational construct influenced by past experiences, by incorporating personal values and cognitive dissonance into its structure. The proposed framework, termed “Cognitive Affective-Value Goal-Directed Model”, acknowledges the cognitive tensions that arise when new transportation experiences conflict with established beliefs, offering a novel lens for understanding metro adoption in transitioning urban contexts under both internal motivation and adaptive behaviour shifts.
https://ror.org/03t78wx29 
