Investigating Regional and Generational Heterogeneity in Low-Carbon Travel Behavior Intention Based on a PLS-SEM Approach

Wu Li, Shengchuan Zhao, Jingwen Ma and Wenwen Qin
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Wu Li: Faculty of Infrastructure Engineering, School of Transportation and Logistics, Dalian University of Technology, Dalian 116024, China
Shengchuan Zhao: Faculty of Infrastructure Engineering, School of Transportation and Logistics, Dalian University of Technology, Dalian 116024, China
Jingwen Ma: Faculty of Infrastructure Engineering, School of Transportation and Logistics, Dalian University of Technology, Dalian 116024, China
Wenwen Qin: Faculty of Traffic Engineering, Kunming University of Science and Technology, Kunming 650504, China

Sustainability, 2021, vol. 13, issue 6, 1-18

Abstract: This study aims at reviewing whether regional and generational differences exist in behavior intention to adopt low-carbon travel modes. Based on 759 questionnaires collected from three cities (Zhenjiang, Suzhou, and Shanghai) with different population sizes in China, we develop a modified theory of planned behavior (MTPB) model framework integrating low-carbon transport policies, psychological aspects, personal norms, and travel habits. A more advanced partial least-square method of structural equation model (PLS-SEM) and a multiple-group analysis (MGA) model are applied to estimate the effects and heterogeneities of these factors on low-carbon travel behavior intention among three cities and four age groups. The results show that the roles of low-carbon policies, subjective norms, and personal norms on behavior intention of adopting low-carbon travel modes are more salient. The effect of low-carbon policy on behavior is much weaker than it is on intention, and it does not follow that such intention will often be followed up with action. There is regional and generational heterogeneity in terms of the influence on low-carbon travel behavior intention. In particular, the benefits of low-carbon policies are more remarkable in the middle-sized city, young adult group, and pre-older adult group. The low-carbon travel behavior intention in the large-sized city, junior-middle adult group, and senior-middle adult group are affected by subjective norms more easily. The large-sized city and young adult group have better personal norms in favor of low-carbon travel. The findings could provide helpful insights into developing heterogeneous transport policies to encourage different travelers to switch from auto to low-carbon travel modes.

Keywords: low-carbon travel behavior; regional and generational heterogeneity; PLS-SEM; multiple-group analysis (MGA); modified TPB model (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (7)

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