Research On Consumers' Green Travel Intention Based On Time And Accompanying Travel Constraints

The Fourth Plenary Session of the 19 th CPC Central Committee emphasized adherence to and improvement of the ecological civilization system,promoting the harmonious coexistence of man and nature,and clarified the important position of the ecological civilization system in the socialist system with Chinese characteristics and the national governance system.The legal system and policy orientation of green consumption are the main components of the ecological civilization system.Therefore,understanding consumers' green consumption behavior is very important to improve and develop the related ecological civilization system.This paper takes the commuter green transportation consumption behavior as the research object.In order to clarify the decision mechanism of consumers' green transportation consumption behavior under different time constraints and accompanying travel constraints,this article uses the theory of consumer behavior as the basis,combines the theory of planned behavior and value-belief-norm theory,and uses latent variable structural equation model analysis technology.An integrated model of consumers' green travel intentions was constructed,and the consumer green travel intention model was verified with 2021 questionnaire data.This paper integrates the theory of planned behavior and value-belief-norm theory by exploring the influence of consumers' awareness of environmental consequence and their social norms behavior,and based on this,introduces consumers' travel habits and perceived quality attributes of travel modes variables.The integrated model of the theory of planned behavior and value-belief-norm theory was further expanded to analyze the interaction between consumers' travel habits and perceived quality attributes and the impact on green travel intention,and explore the important role of these two factors in the integration model.Finally,by constructing an integrated model of consumers' green travel intention,this paper explores how consumers' green travel intentions differ under different travel times and accompanying travel constraints.It is found that in the integration model of the theory of planning behavior and value-belief-norm theory,awareness of consequences has a significant positive impact on social norms.After the introduction of travel habits and perceived quality attributes to expand the integrated model,it is found that travel habits and perceived quality attributes interact with each other,and they have a significant effect on green travel intention.What's more,travel habits,perceived quality attributes and personal norms have a high degree of interpretation on green travel intention,while the role of the TPB theory is not obvious.Therefore,this paper only uses VBN theory and introduces travel habits and perceived quality attribute factors to construct the behavior decision-making model of consumers' green travel intention,and then explores the differences of consumers' green travel intentionunder different travel time constraints and accompanying travel constraints.It is found that there are heterogeneity among different consumer groups under different travel time and accompanying travel constraints.The stronger the time constraint,the stronger the consumers' intention to choose public transport instead of cars and car sharing;the lowest green travel intention is for the consumers who need to transport their families,and the highest green travel intention is for the consumers who travel with friends or colleagues.Therefore,this study is of great significance.It not only provides scholars with an important perspective of behavior research,but also provides a basis for the government and relevant departments to formulate urban traffic planning system and policies,aiming to promote consumers to take green way to travel for a long time,and contribute a little to the construction of ecological civilization and green China.