This article explores the challenges of achieving sustainable urban mobility through four research objectives: (i) identifying factors influencing Portuguese consumers’ urban mobility choices; (ii) analyzing determinants of public transport use or refusal; (iii) assessing the role of sustainability in decision-making; and (iv) proposing solutions to enhance sustainable urban mobility. A qualitative methodology was adopted through focus groups as a data collection tool and thematic content analysis as a data analysis technique involving Portuguese participants. Findings reveal that while participants express concern about climate change and air pollution, individual transport remains the dominant choice. Consumers identified five key factors influencing their use of public transport: price, journey time, accessibility, service frequency, and boarding point locations. These concerns can be addressed using information systems and technologies to integrate predictive analytics for demand forecasting, maintenance schedules, and route optimization to improve operational efficiency and reduce environmental impact. The article proposes solutions to reduce the ecological footprint, aiming to change the behaviors of consumers and optimize public transport systems in Portugal.