The Influence of Power and Trust on the Initiation and Duration of Modal Shift Solutions

Abstract

Modal shift to more energy-efficient alternatives, such as from road to rail or sea, is one path to reduce negative environmental effects. Transport providers and shippers have crucial roles in modal choice decisions, and a better understanding of the influence of interorganisational factors on modal shift is needed. The purpose is to increase the understanding of opportunities for modal shifts by exploring the influence of power and trust at the interface between transport providers and shippers. Aspects of power (coercive, reward, legitimate, expert and referent) and trust (contractual, competence and goodwill) influencing modal shifts were identified from interviews with shippers and transport providers in Sweden. During the initiation phase of modal shift, power appears more important, while trust is shown essential for the duration. By proactively suggesting modal shift, transport providers can use expert power to create rewards and referent power, through recognition of their expertise. Building trust, particularly goodwill trust, such as time invested in understanding the other party, transparency about challenges and jointly seeking solutions, is key to establish long-term modal shifts. This paper contributes to modal shift literature with insights on power balances and trust between transport providers and shippers.