Study On Influencing Factors Of Urban Residents’ Green Travel Behavior

With the steady growth of Chinese city economy and the acceleration of urbanization process,the traffic demand of urban residents is also increasing,which brings more negative effects on urban residents.The quality of life of urban residents is no longer guaranteed,and the sustainable development of urban economy is also seriously restricted.In order to respond to the national call for green travel,realize urban green transportation,and guide urban residents’ travel mode to green development,it is necessary to conduct a systematic investigation and research on urban residents’ green travel behavior.Combining with the current situation of Chinese urban development,this paper explores the key factors influencing the green travel behavior of urban residents based on their green travel intentions and determines their influence rules,and provides basic basis and theoretical support for urban traffic managers to formulate strategies advocating green travel for residents,thus meeting practical needs.Based on the analysis of the existing research results of domestic and foreign researchers on urban green transportation and travel patterns,the main research questions of this paper are firstly expounded,a series of potential influencing factors of urban residents’ green travel behavior are determined,and new potential influencing factors are introduced,such as the impact of the epidemic,traffic congestion and hazy weather.Therefore,a questionnaire containing 26 potential influencing factors was designed,and samples were collected and analyzed.Secondly,potential factors were preliminarily screened by using two feature selection algorithms,filter and wrapper.After comprehensive processing of Information Gain Ratio and Gini Index in filter algorithm,It was used as a standard to evaluate the characteristics of variables to score and rank each factor,and three classifier models including multinomial naive Bayes(MNB),Random forest(RF)and support vector machine(SVM)were constructed in wrapper algorithm.The test set and training set in the model were distributed by 10 fold cross validation method,and the classification accuracy of the three classifiers was compared.A classifier with good classification performance was selected to screen characteristic variables as the primary results,which included 14 influencing factors related to green travel of urban residents.Thirdly,the method of interpretive structural model(ISM)is used for qualitative analysis of the preliminary selected influencing factors.The adjacency matrix is obtained from the direct relationship of each factor.After calculating the reachable matrix,the level of each factor is divided,and the directed graph with six levels is generated.The structural equation model(SEM)was constructed based on the directed relationship diagram,and the influence coefficient of each influencing factor was quantitatively analyzed,and the positive and negative effects and magnitude of its influence were determined.The direct factors that directly affect the green travel behavior of urban residents were analyzed,including travel distance,travel cost,epidemic impact,subjective norms and private car ownership.However,travel purpose,environmental awareness and educational background factors indirectly affect urban residents’ green travel intention.Finally,this paper puts forward targeted policies and suggestions.The research results of this paper in theory,method and practical application of urban green traffic development has a reference value,advocating urban residents green travel,promoting our urban traffic to green development is imminent,this research has a certain significance for traffic managers in the practical guidance.