Research On The Decision-making Mechanism Of Green Transportation Consumption Behavior Under The Difference Of Green Travel Environment

The excessive use of private cars has brought about a significant increase in pollution and carbon emissions,which runs counter to the development concept of green consumption and low carbon economy.In this context,the appeal of "green transportation consumption" arises at the historic moment.The Ministry of Transport and other 12 government departments issued the Green Travel Action(2019-2022),which calls for giving priority to the development of public transport,striving to build a green travel friendly environment and raising public awareness of green travel.However,green travel consumer behavior is the result of residents choose according to conditions and preferences,the strength of the environmental consciousness,city have to green travel environment and the micro environment in the green transportation plays an important role in consumer decision-making process,and the research is still lack of systematic and integrity.In order to better promote the green shift of transportation consumption,this paper uses multiple structural equation model to reveal the effect mechanism of urban travel environment and individual micro-environment on green travel intention from the perspective of individual social psychology.Firstly,based on TPB theory and VBN theory,the decision-making mechanism model of green transportation consumption is constructed.Secondly,the urban travel environment is divided into two groups: "cities with favorable green travel environment" and "cities with unfavorable green travel environment",and the regulating effect of urban environment on the psychological mechanism of green transportation consumption is studied.Finally,the individual micro environment is divided into "low level convenient environment" and "high level inconvenient environment",and the differences of the psychological mechanism of green transportation consumption in different individual micro environment are studied.The results show that travelers’ choice of travel mode is based on a complex psychological decision-making process,which is regulated by the environment and personal characteristics,thus reflecting the travel behavior.(1)Green commuter traffic consumer behavior is "selfish" and "altruism" elements integrated decision results,when consumer is choosing transport mode not only affected by the relative values,also will be affected by the current way to travel,peripheral groups related to the difficulty of the behavior and the effect of long-term formation of the traffic consumption habits.(2)Urban travel environment has a significant impact on green transportation consumption decisions,mainly acts on the following three paths: green transportation consumption attitude→green transportation consumption intention、new environmental paradigm→green traffic consumption intention、perceived behavior control → green traffic consumption attitude.Although the paths of the urban environment latent variables in the group model are the same,residents in urban environments that are not friendly to green travel show higher environmental protection values and a stronger intention to use travel green modes;their motivation for green travel intentions is mostly from for the strengthening of their own environmental awareness;residents of urban environments that are friendly to green travel have more motivation for green travel intentions from personal and social norms.(3)The micro-environmental characteristics of travelers have a significant impact on the consumption decisions of green transportation,mainly act on the following four routes: green traffic consumption attitude → green traffic consumption intention,personal norms → social norms,responsibility attribution → personal norms,new environmental paradigm→green traffic consumption intention.The high-level living circle shows a stronger value of green traffic consumption;convenient living environment,less commuting constraints,and convenient surrounding public transportation environment are more likely to convert positive green transportation consumption attitude into behavioral intention.