Study On Features Of Urban Residents’ Green Travel And Countermeasures Of Behavior Change

With China’s economy rapidly developing and the rapid process of industrialization advancing a great promotion, the modernization of transport has been more and more deeply integrated into people’s lives; a huge transport network has not only facilitated people’s lives but also promoted the accelerated development of the whole society. However, followed problems such as traffic jam, air pollution, energy crisis and other problems are very worrying. Facing all these problems, exploring some new way out has already been put in the schedule. Advocating urban residents’green travel can not only effectively ease urban traffic problems, it can also play an important part in achieving sustainable development of our human society.Based on the review of relevant literature on resident green travel, the thesis sets research topic and method, and conducts researches from following angles:(1) By analyzing literature review and conducting a interview with experts, the thesis drafts a questionnaire on "green travel survey of urban residents", which indicates human behavior by using index such as people’values and attitude towards environment, questionnaires were distributed and collected.(2) According to the results of questionnaire,the thesis uses the method of Q to analyze statistical data, results show that there are three different kinds of green travel attitudes and behavior, consistency analysis and differences analysis are made to identify the character of these three groups.(3) Combining empirical results and behavior change theory, according to characteristics of different types of travelers, the thesis bring up policy recommendations and method to convert a non-green travel to green travel.Through the above theoretical and empirical analysis, we draw the following conclusions (1) Urban residents can be divided into three groups according to their attitudes and behavior characteristics of green travel:green travelers, light green travelers and brown travelers.(2) Brown travelers holds egoism values and affected by their individuals’ travel habits, with little regard for environmental considerations. Therefore, to promote brown travelers to change their travel behavior, should change their self-values and overcome the inherent travel habits. Through the three stages such as improving their values, considering the new behavior and evaluating the behavior, to form the new green travel habits.(3) Light green travelers have a more favorable environment values and attitudes, but susceptible to environmental factors in the implementation of green travel behavior. Therefore, the change of light green travelers’ behavior should focus on providing the good physical and cultural environment, to encourage light green travelers to implement green travel behavior.