Research On Green Travel Intention And Guidance Strategy Of Xi’an Residents

With the acceleration of China’s urbanization and motorization process,traffic problems such as traffic congestion,environmental pollution and security threats have become increasingly prominent,which have become the bottleneck of restricting urban economic and social development.The traditional road traffic mode is difficult to effectively solve the related problems,and it is in urgent need of transformation."Green travel" is a brand-new transportation concept,which has become an important way to solve the urban transportation problems today.As the micro subject of urban transportation,the daily travel behavior of urban residents directly affects and even determines the traffic condition of the city.Studying the main influencing factors of urban residents’ green travel intention,guiding and encouraging urban residents to take green traffic travel mode on their own initiative are effective ways to solve the traffic problems and improve the urban traffic ecological environment.On the basis of reviewing relevant literature at home and abroad,this study makes a theoretical analysis on the relevant concepts and influencing factors of urban residents’ green travel behavior,and constructs a theoretical analysis framework which includes five influencing factors,namely behavior attitude,perceived behavior control,subjective norms,public education,green travel policy,and takes green travel intention as the explained variable.Combined with the development of urban green transportation,a scale for measuring the influencing factors of urban residents’ green travel intention was designed.By collecting the questionnaire survey data of 550 respondents in Xi’an,using descriptive method and regression analysis,this paper analyzes and explains the factors which affect urban residents’ green travel intention.It is hoped that the research conclusions can provide valuable reference and support for the government to formulate effective promotion policies and guide the public to turn to low-carbon travel mode.The empirical analysis results show that:(1)At present,urban residents’ green travel intention is not strong,which indicates the necessity of taking measures to improve the urban residents’ green travel intention.(2)Among the influencing factors,the five variables of "green travel policy","public education","green travel attitude","perceived behavior control",and " subjective norms " have a significant positive impact on urban residents’ green travel intention,which reflects that psychological factors,public publicity effect and green travel guidance policy will have an impact on green travel intention.(3)Among the demographic variables,gender,income,education level,and private car ownership show significant differences in residents’ green travel intention.At last,according to the conclusions of empirical research,some countermeasures and suggestions are put forward to improve the urban residents’ green travel intention.