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

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