A Study On The Influencing Factors Of Low Carbon Travel Behavior Of Shenzhen Residents

With the rapid development of China's economy,the process of urbanization is accelerating,the living standard of residents has been continuously improved,and the daily travel demand has been increasing.The result is that urban traffic congestion and environmental pollution problems have become increasingly prominent,and the living environment continues to deteriorate in recent years.In this context,carrying out the study on influencing factors of low-carbon travel behavior of residents,so as to guide residents to choose low-carbon travel reasonably has important theoretical and practical significance.This paper first combs the theories of low-carbon consumption,low-carbon travel,consumer behavior theory and other relevant theoretical research.Secondly,on the basis of the theory of planned behavior,the conceptual model of influencing factors of residents' low-carbon travel behavior is constructed,and the corresponding research hypotheses are put forward.Then,the data were collected by means of online and offline questionnaire survey,and analyzed by SPSS24.0 and AMOS24.0.Finally,the assumptions proposed in this paper are tested by the structural equation model.Research conclusions are drawn in the end of this paper:(1)Low-carbon travel behavior intention has a significant positive effect on low-carbon travel behavior,and low-carbon travel perceptual behavior control on low-carbon travel behavior is not significant.(2)Low-carbon behavioral attitudes,low-carbon travel subjective norms and low-carbon travel perceptual behavior control have a significant positive effect on low-carbon travel behavior intention.(3)Low-carbon travel personal relative interest and low-carbon travel social relative interests have positive effect on low-carbon travel behavior attitude,and low-carbon travel social relative benefit has significant positive effect on low-carbon travel personal relative benefit.(4)The main reference groups of low-carbon travel and the secondary reference groups of low-carbon travel have significant positive effects on the low-carbon travel subjective norms,and the secondary reference groups of low-carbon travel has significant positive effects on the main reference groups of low carbon travel.(5)Low-carbon travel knowledge and low-carbon travel service levels have significant positive effects on low-carbon travel perceived behavior control.Based on the above conclusions,this paper presents some suggestion to guide residents to choose low carbon travel mode.The innovation of this paper mainly focuses on the following two aspects:(1)Innovation of Research Perspective.Compared with the previous research,this study combines low-carbon travel with the theory of planned behavior,starting from the theory of planned behavior,and trying to explore the factors that affect residents' low-carbon travel behavior from the micro level.(2)The Innovation of Model Construction.On the basis of drawing on the theory of planned behavior,and referring to the research results of other scholars,this paper constructs the extended planning behavior theory.Not only study the influence of attitude,subjective norms and perceived behavior control on behavior intention and behavior,but also study the factors that influence attitudes,subjective norms and perceived behavior control.