Abstract
Motor vehicle exhaust emissions have made air pollution increasingly serious in China, and advocating for the concept of green travel can help alleviate the air pollution caused by motor vehicle exhaust. Thus, the research on the green travel choice behavior of limited rational individuals in the complex social network and the evolution of group behavior is the focus of this paper. Based on the theory of planned behavior, this paper established the individual cognition-behavior model. Meanwhile, an interaction model of individuals in the network is constructed based on the DeGroot model and scale-free network. The simulation results of the model show that: (1) it is difficult to control the behavior of green travel: even if the knowledge level of green travel is high, the proportion of green travel individuals in the group is still very low; (2) the individual intention for green travel is dependent on behavioral attitude, which can effectively improve the proportion of green travel individuals; (3) if the individual intention is too dependent on the subjective norm and the perception of behavioral result, the proportion of green travel individuals would become lower; and (4) when the network is connected, the proportion of individuals who choose green travel will reach the peak through social interaction and learning. This study has a certain practical significance for the environmental protection work of relevant departments, which can guide the behavior of individuals through the design of government institutions, and enable the concept of green travel to form an ideology by means of education and knowledge dissemination, so as to generate some kind of consensual behavioral consciousness. Meanwhile, this study provides a new research perspective for behavioral research and extends the research scope of group behavior.
Highlights
With the acceleration of China’s urbanization process, air pollution has become more serious, and the level of pollution has reached a point which cannot be underestimated
The government and related enterprises increase investment in the research and development of electric vehicles and other new energy vehicles to solve the serious air pollution caused by motor vehicle exhaust, the current cost of electric vehicles, which have not been popularized, is relatively high
For example: Liu et al [17] constructed the behavior model of farmers and agricultural machinery manufacturers based on the theory of planned behavior, and used the netlogo simulation platform to simulate the individual behavior in complex social network
Summary
With the acceleration of China’s urbanization process, air pollution has become more serious, and the level of pollution has reached a point which cannot be underestimated. Due to the existence of internal relevancy, group behavior shows a certain complexity This kind complexity can be described by complex networks which are classified into small world networks and scale-free networks according to different statistical characteristics. This paper will discuss the internal mechanism of individual behavior, and establish the relationship among individuals to explore the evolution law of group behavior by simulation experiments, in order to draw valuable conclusions for system design which can guide the group choice behavior effectively. The remaining parts of this paper are organized as follows: Section 2 introduces relevant research by literature review, and, according to the theory of planned behavior theory, the main factors influencing the intention and behavior of individuals in green travel are identified.
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