Understanding the intention-behavior gap in sustainable travel: a two-step approach
研究通过扩展计划行为理论，分析2346份调查数据，发现车辆拥有、旅行距离等情境因素以及收入、婚姻状况等人口特征显著影响绿色旅行意图与行为之间的差距，为政策制定者和企业促进绿色出行提供参考。
Promoting green travel, which involves using lower carbon-emitting travel modes such as trains instead of planes and cars, is crucial for sustainable tourism. While previous studies have concentrated on fostering green travel intentions (GTI) to promote green travel behaviors (GTB), there often exists a gap between intentions and actual behaviors. This study uses the extended Theory of Planned Behavior (TPB) to explore the reasons behind this inconsistency. Analyzing 2346 surveys through logistic regression and artificial neural networks, the research identifies contextual factors like vehicle ownership and travel distance as key drivers of the intention-behavior gap for individuals with both high and low GTI. Additionally, convenience and demographic aspects such as income and marital status significantly contribute to this gap. The influence of subjective norms is more pronounced in individuals with low GTI, primarily through interpersonal relationships, while attitudes show minimal impact. This study not only sheds light on the complexities of converting green travel intentions into behaviors but also provides a theoretical framework and methodological approach that can be useful for future research. It offers practical insights for policymakers, businesses, and individuals, suggesting targeted strategies to effectively promote green travel in tourism.