The Government of Great Britain emphasizes its low-carbon-oriente

The Government of Great Britain emphasizes its low-carbon-oriented policies in its “Low Carbon Transport Innovation Strategy” by giving priority to the development of public transportation, constructing slow traffic JAK Inhibitors and public bike systems and encouraging walking, cycling, public transportation, and other noncarbon or low-carbon transportation [3]. A number of environmental, educational, and comprehensive intervention programs have been conducted by many countries in the past decades to promote citizens’ voluntary proenvironmental travel.

China has also promoted a public transportation development strategy as a national strategy. In many cities, urban public transit, public bicycles, and slow tracks have been developed rapidly. In some cities, members of the public are even encouraged by subsidies to travel by public transport. To build an effective public transportation system, conduct effective education, and adopt intervention strategies to promote voluntary proenvironmental travel, we must first understand the extent to which factors can influence the public to choose a proenvironmental travel

mode in China. In this paper, based on Samuelson’s theory of consumer choice and preference relations [4], we choose a medium-sized city—Tangshan—to conduct a revealed preference investigation based on the following reason. The average travel distance is very long and very serious traffic jam is often seen in ground transportation system in megacities like Beijing, Shanghai, and Guangzhou. Many people choose subway involuntarily to a large extent in these big cities. Tangshan is a middle-sized city in China. The average

urban travel distance is much shorter than that of big cities. There is not much traffic jam. This paper studies the influencing factors of voluntary proenvironmental travel. We believe that such a middle-sized city would be a better sample. 2. Theoretical Background 2.1. Travel Mode Choice Decision Theory Determinants of behavior include motivation and will [5], which have been proved by the theory of reasoned action [6, 7]. Over the past decade, the study of proenvironmental travel behavior psychology has essentially been based Carfilzomib on two theories [8]: the theory of planned behavior (TPB) [9] and norm activation theory [10]. It is proposed that, to achieve large-scale changes in travel behavior, it is important to change carbon-intensive travel habits [11]. Therefore, many researchers are committed to exploring the extent to which changing the travel-related costs, benefits, and alternatives can break car use habits [12]. The norm activation theory, originally used to explain prosocial behavior, has lately been developed into the value-faith-gauge theory [13], which explains car user education better than the TPB [14].

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