| With the rapid development of urbanization and the improvement of people’s living quality in China,the number of urban motor vehicles has increased dramatically.It has brought about a series of problems,such as urban traffic congestion,increased traffic energy consumption,carbon emission,and haze pollution,which has gradually become the focus and hot issues in the society.Green and healthy development has already been the inevitable requirement of Chinese government and public.Since the 18 th National Congress of the Communist Party of China,the Party Central Committee has put a series of new decisions and arrangements on China’s ecological civilization construction and environmental protection.National Development and Reform Commission issued “Guiding Opinions on Promoting Green Consumption” that clearly announced to actively guide residents’ green lifestyle and consumption patterns,and to encourage “Green Travel” such as walking,cycling,and using public transport(PT).China’s “13th Five-Year Plan” for the implementation of energy conservation and emission reduction clearly pointed out that government agencies,communities and families should vigorously carry out green travel activities to support energy-saving and emission reduction,and to alleviate China’s energy and environmental pressures.One of the root causes of traffic congestion is public perception and demand.Therefore,it is necessary to analyze urban residents’ travel mode choice from the perspective of multiple motivations,and to explore the effect of policy measures on their green travel behaviors.This paper bases on the "motivation-behavior" gap as the breakthrough point and the policy guidance as the purpose.Firstly,the characteristics of mutiple motivations,situational variables and control variables are analyzed.Secondly,the questionnaire is developed and the survey data is selected from typical cities in Chinese eastern region.Thirdly,the relationship between multiple motivations and travel mode choices is evaluated.On the basis of this,the theoretical model of color-coded travel behavior is put forward,and the logistic regression model is used to evaluate the influence of multiple motivations and traveler attributes on color-coded travel behavior and the regulating effects of situational variables.After that,urban residents’ response to and evaluation of different types of green travel policies are analyzed,especially to those high response policies.Then,taking the information policy as an example,this paper analyzes the effect of information intervention on travel mode choice of urban residents with different motivations through the field experiment of the inter-subjects design.Finally,some policy suggestions to promote the green travel of urban residents in China are puts forward.The main research contents and innovative work are summarized as follows:(1)Study on the Relationship between Multiple Motivations and Travel Mode Choices of urban residents.This paper explores the connotation and characteristics of the pro-environmental motivation,analyzes its four dimensions and related factors,and evaluates the relationship between multiple motivations(pro-environment,comfort,convenience,safety,economics and health)and urban residents’ travel mode choices,in addition to situational variables of weather,social reference standard and system technology situation,and control variables of traveler attributes.The results indicate that the pro-environment motivation alone has a significantly positive impact on urban residents’ green travel mode choice(walking,cycling or using PT).However,under the interference of other motivations,the effect of the pro-environmental motivation on green travel mode choice has appeared irrelevant,and even significant negative,resulting in the “motivation-behavior” gap.In addition,Except for the weather,other situational variables have different regulating effects on the relationship between motivations and travel mode choice.Different traveler attributes also have significant differences in travel mode choice.(2)The Construction of Color-coded Travel Behavior Theory Model and Its Empirical Analysis.Based on the dual perspective of motivation and behavior,the new connotation of green travel behavior is defined,and the theory of color-coded travel behavior is proposed,including green,red,forced grey,and susceptible grey travel behavior.The green travel behavior group is relatively more emphasized on the proenvironmental motive,the least concerned about the comfort,convenience and safety motives;the red travel behavior group is more emphasized on the safety motive,the least concerned about the economy,health and pro-environmental motives;the forced gray behavioral group is relatively more emphasis on economic motive,least concerned about the pro-environmental and safety motives;the susceptible gray travel behavior group is relatively more emphasized on the convenience motive,less concerned about the comfort and safety motives.The pro-environmental motivation is a necessary but not sufficient condition for ensuring stable green travel behavior.The convenience motivation is the key motive leading to a "motivation-behavior" forward gap;the economic motivation is the key motive leading to a "motivation-behavior" backward gap;pro-environment,comfort and safety motivations are key motives that affects the transformation of other types of travel behavior toward green travel behavior.Except for the weather,other situational variables have different regulating effects on the relationship between motivations and color-coded travel behavior.Different traveler attributes also have significant differences in t color-coded travel behavior.(3)Urban residents’ Response to and Evaluation of Different Policy Meausres.This paper summarizes 22 green travel policies from the four points of economics,administration,technology,and public information and then measures residents’ response to and evaluation of policies.The results indicate that from the viewpoint of policy response,administrative policies for promoting PT show the highest degree of response,followed by public information,technological,and economic policies.Specifically,responses to parking and congestion fee policies are relatively stronger than those to vehicle purchase taxes,vehicle and vessel taxes,and fuel surcharges;responses to the last policies are even weaker than responses to car(oil-powered)restriction policies.From the viewpoint of policy evaluation,policies that promote PT were found to be more effective than policies that restrict cars.Specifically,for PT improvement,administrative policies were regarded as the best approach,whereas for car restriction,economic policies were judged to be the best.Finally,by analyzing the four-paradigm model,it was found that PT-related administrative policies and the intelligent transport policy had high responses and high evaluations among respondents,whereas parking and congestion fees had low responses and high evaluations.Public information and other technological policies had high responses,but low evaluations.Car-restriction administrative policies and economic policies had low responses and low evaluations.Finally,feature and implementation strategy of green travel policies are proposed.(4)Experiment Research of the Impact of Information Intervention on Urban Residents’ Travel Mode Choice.This paper takes one of the high-response policies,i.e.information policy,as an example and carries out an information intervention controlled trial to discover three color-coded groups’ modal split shifts.The results indicate that the information have consistent and distinct impacts on travel mode choice by groups.This consistency is embodied in the simultaneous and significant increase in travel times by green modes(walking,bicycle,or bus)and in the small but non-significant effects on reducing car use in the three groups.The distinctness of the impacts is that information have a more effective influence on grey travel behavior group because the travel times by all three green modes greatly improved.The red travel behavior group is the least sensitive to information,with the only significant increase in travel times being by bicycle.Finally,we also addressed the “attitude-behavior gap”,weather impacts,and goal-oriented prompts.(5)Policy Suggestions to Promote Urban Residents’ Green Travel Behavior.Based on the quantitive and experimental analysis results of motivations,policy measures,and travel behaviors,some policy suggestions to promote urban residents’ green travel are proposed from the four points of economics,administration,technology,and public information.In addition,some policy guiding strategies for groups with different motive characteristics are also put forward. |
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