Research On The Mechanism Of Green Travel Choice Behavior Of Young Peoples Considering Diversified Travel Service Needs

With the development of social economy and the acceleration of urbanisation,people’s traffic demand has increased dramatically,leading to a sharp increase in car ownership and increasingly serious traffic congestion,resulting in air pollution,climate change and a series of public health problems.In order to reduce the negative impact of traffic,the development of green traffic and the increase of the proportion of green travel has become the trend of traffic in China.As the traveler’s travel choices are the most important factor contributing to the negative impacts of traffic,the study of the mechanisms of travel choice has become an important research trend at this stage.The aim of this paper is to study the mechanism of green travel choice behavior of young people,who have special social status and group characteristics,to provide a theoretical basis and targeted policy suggestions for guiding young people to engage in green travel and improving the travel structure of China at this stage.Firstly,this paper extends the theory of planned behavior by eliciting the diversified travel service needs of young people based on hierarchical theory of needs;then,this paper constructs the theoretical framework of green travel choice behavior of young people based on the extended theory of planned behavior and designs a survey questionnaire guided by this framework.A survey on green travel choice behavior of young people in Nanjing is carried out as an example.By conducting reliability and validity analysis on the screened questionnaire samples,a reliable sample set of green travel choice behavior of young people is established.Then,this paper uses structural equation model to reveal the mechanism of green travel choice behavior of young people.The results show that: Attitude,Subjective Norm and Perceived Behavioral Control can positively and directly influence behavior intention of green travel,with Attitude having the greatest influence and Perceived Behavioral Control the second;economy needs and environmental needs of travel service can positively and indirectly influence behavior intention of green travel,with economy needs of travel service having the greatest influence;convenience needs,comfort needs and safety needs of travel service can inversely and indirectly influence behavior intention of green travel,with convenience needs of travel service having the greatest influence and comfort needs of travel service the second.Finally,in order to develop more targeted green travel service improvement suggestions from the factors that affecting young people’s behavior intention of green travel,this paper conducts further research on travel differentiation.This paper carries out market segmentation of young people’s travel market based on K-means clustering.After analysing the characteristics of different travel sub-markets,this paper proposes targeted green travel service improvement suggestions according to the characteristics of different travel sub-markets,providing theoretical support for the harmonious development between the demand of young people and green travel supply.