评估政策感知对居民绿色出行意向的影响

Assessing the Impact of Policy Perceptions on Residents Intentions for Green Travel

绿色出行的引导效果受政策及出行者选择偏好影响,需要考虑不同类型的低碳引导政策和出行者的异质性。为定量分析政策和出行者异质性对出行行为的影响,将政策分为三种:经济、便利和公共信息政策感知,基于521份绿色出行问卷调查数据,采用K-means聚类将出行者划分为享乐型组(60.7%)和实用型组(39.3%)。偏最小二乘法结构方程模型(partial least square method of structural equation model, PLS-SEM)的结果表明:在出行者绿色出行行为中,若不考虑出行者的异质性,可能高估或低估政策对出行者绿色出行意向的影响;享乐型组的绿色出行意向受公共信息政策感知的影响大于实用型组,受经济政策感知的影响小于实用型组;公共信息政策是引导享乐型组和实用型组绿色出行最重要的政策措施。

The effectiveness of“green travel”guidance is influenced by policies and travelers choice preferences.Different types of low-carbon guidance policies and the heterogeneity of travelers need to be considered.To quantify the influence of policies and the heterogeneity of travelers on travel behavior,policy was categorized into three perceptions:economic,convenience,and public information policy perceptions.Based on the green travel questionnaire data of 521 residents,K-means clustering was used to classify the travelers into hedonic group(60.7%)and practical group(39.3%).The results of the partial least square method of structural equation model(PLS-SEM)suggest that in travelers green travel behaviors,the effect of policy on travelers green travel intention would be overestimated or underestimated if the heterogeneity of travelers is not considered.The green travel intention of the hedonic group is more affected by public information policy perceptions than practical group,and less affected by economic policy perceptions than practical group.Public information policy measures are the most important policy measures to promote green travel.