Investigating Behavioral and Attitudinal Factors on Green Travel Incentive Mechanism.

Green travel contributes to emission reduction and energy saving. Accurately identifying the determinants that affect public low-carbon travel is crucial to its implementation. This study proposes a mechanism to guide travelers’ decision-making with different rewards called Green Travel Incentives Mechanism (GTIM), aiming to identify factors that can encourage travelers to switch from private cars to public transportation. Based on people’s reactions toward low-carbon regulations, their recognition levels of low-carbon, and their social-economical characteristics, a questionnaire is made to categorize commuters. This study combines the Latent Class Model (LCM),Random Forest Model and Partial Least Squares (PLS) to investigate the relationship between these factors and the behavior guiding the choice of commuting mode. The findings show that individuals’ social-economic elements such as education, income, and family size have significant influences on the willingness to switch to green transport modes.