Factors affecting consumers' green commuting

Abstract

As Chinese air pollution and other environmental problems were paid much attention by the public, appeals about reducing private car use and adopting public transport had come into being. In view of this context, the current study extended the theory of planned behavior by including environmental concerns to explore the effect of subjective factors on consumers' green commuting. A questionnaire study was conducted among commuters living in Beijing and Shanghai to collect data. By using structural equation modeling, the research confirmed that green commuting was mostly predicted by the factor of intentions. The article closed with discussion of theoretical and practical implications.