A Study On The Influencing Factors Of Consumers' Green Transportation Consumption Intention-behavior Gap

With the rapid development of economy and the continuous enhancement of urbanization construction,Chinese urban population has increased greatly.However,the fast expansion destroyed many natural resource and destroyed cities’ ecological environment.The health of consumers is seriously threatened because of the environment’s steady deterioration.Thus,Chinese urban customers are Understanding the significance to protect environment and shifting their attitude of environment.But in the actual consumption situations,people often don’t implement green traffic consumption or less implement green traffic consumption.between green traffic consumption intention and actual green travel consumption behavior is a gap.duplicity phenomenon will bring serious negative impact: It not only offsets the improvement of consumption efficiency by social technological progress and wastes educational resource,but also let the transportation infrastructure construction of green transportation enterprises that take consumers’ consumption intention of green transportation as the guidance ineffective lose efficacy,and paying a high price,which hurts the enthusiasm of enterprises to undertake social responsibility and may lead to more social problems.This phenomenon has attracted national attention.The Green Travel Action Plan(2019-2022)released by the Ministry of Transport encourages consumers to consume more green transportation,create a good environment for green transportation consumption,reduce the gap of green transportation consumption intention-behavior,reduce carbon emissions,and implement green and low-carbon life.In 2020,China has proposed to save energy and reduce emissions in industries with high carbon emissions,such as power generation,transportation and steel,so as to achieve carbon peak and carbon neutrality.Under the background,this research through the questionnaire survey,using Ordered Probit Model to analyse and concluded that the three types of variables the social psychological factors,situational factors,Personal factors affect green traffic consumption intention and green traffic consumption behavior.in order to get the he main influence factors of green traffic consumption intention—behavior gap by that,and use the Ordered Probit model to systematic analyse the influence direction and strength of the social psychological factors,situational factors and demographic factors on green traffic consumption intention — behavior gap.It is found that situational factors,including commuting constraints and vehicle comfort and convenience and security,are the main factors that cause green traffic consumption intention—behavior gap.In addition,the demographic factor of car ownership also affects green traffic consumption intention—behavior gap.psychological factors and other personal factors have no influence on green traffic consumption intention—behavior gap.