Exploring Direct and Indirect Effects of Psychological Factors on Urban Residents’ Green Travel Behavior: A Case Study in China

In order to analyze direct and indirect effects of psychological factors on urban residents’ green travel behavior (GTB) quantitatively. This study takes the theory of planned behavior (TPB) as the theoretical framework. Except considering travel attitude (TA), subjective norms (SN), perceived behavioral control (PBC), and behavioral intention (BI) for the TPB, travel habits (TH), environmental consciousness (EC), and anticipated regret (AR) are also considered in the extended TPB (e-TPB). Behavioral data collected by questionnaire survey in Zhenjiang, China, is used for case study. Results show that e-TPB has good feasibility and applicability. The total effects of BI, PBC, TH, AR, TA, SN, and EC on GTB are 0.45, 0.44, 0.3, −0.22, 0.12, 0.15, and 0.20. Furthermore, the direct and indirect effects of PBC are 0.37 and 0.07; the direct and indirect effects of TH are 0.25 and 0.05; the direct and indirect effects of AR are −0.17 and −0.05.