Impact of the consciousness factor on the green travel behavior of urban residents: An analysis based on interaction and regulating effects in Chinese cultural context

Abstract

Green travel contributes to energy saving and emission reduction. Understanding the factors affecting residents’ green travel behavior is vital to its implementation. This study aims to identify factors that can encourage residents to implement green travel behavior from the perspective of the consciousness-behavior gap. We divided green travel behavior into self-practice green travel behavior (SPGTB) and interpersonal promotion green travel behavior (IPGTB) and examined the consciousness-context-behavior theoretical framework by using a survey (N = 1475), which was sent to urban residents in the east region of China. The findings were as follows. (1) Urban residents adopt more SPGTB than IPGTB, but their green travel behavior implementation levels are lower than their green travel consciousness levels. (2) Both the consciousness and behavior factors have obvious differences on the individual characteristic factors, but their variation trends are the exact opposite. (3) Green travel consciousness had an immediate main effect on green travel behavior, but it varied in the two types of green travel behavior, and there were interaction effects among the part consciousness factors. (4) Internal and external situational factors had significant regulating effects on part consciousness-behavior paths. (5) The Chinese cultural context (“face” culture) displayed significant contextual effects on the relationships between the consciousness factors, situational factors and green travel behaviors. The first three results indicate the existence of consciousness-behavior gap, and the last two explain why the gap exists. Finally, some relevant suggestions are put forward to promote urban residents’ green travel behavior and a high level of consistency in the consciousness and behavior.