From individual intention to network diffusion: investigating the spread of green travel behavior intention within a scale-free network based on TPB
基于817份长三角居民调查数据，扩展计划行为理论并模拟无标度网络，发现主观规范、感知行为控制和感知行为结果显著影响绿色出行意向的人际传播，降低信息交互阈值可加速行为扩散。
Green travel, as a sustainable mode of transportation, plays a crucial role in promoting low-carbon urban lifestyles. This study investigates the factors influencing urban residents’ green travel intentions and the diffusion of such intentions within social networks. Based on an extended Theory of Planned Behavior (TPB), and using survey data from 817 respondents in the Yangtze River Delta region, we construct a behavioral interaction model to examine how individual-level psychological factors affect green travel intentions. Furthermore, we incorporate these findings into a scale-free network simulation to explore how individual intentions evolve into collective behavioral patterns. The results show that subjective norms, perceived behavioral control, and perceived behavioral results significantly influence interpersonal promotion of green travel. Simulation results reveal that reducing the threshold for social information interaction and enhancing perceived behavioral results coefficient can effectively accelerate the spread of green travel behavior within urban communities. These findings provide theoretical and practical insights for policymakers aiming to design targeted interventions and foster large-scale adoption of sustainable travel practices through social influence mechanisms.