A novel perspective to enhance the role of TPB in predicting green travel: the moderation of affective-cognitive congruence of attitudes

摘要

Successful and sustained interventions to obtain travel behavior change would be achieved based on a thorough understanding of individual's decision-making process on travel. To narrow the gap between the theory of planned behavior (TPB) and green travel behavior, this study extends classical TPB by accommodating the moderating effect of affective-cognitive congruence of attitudes. Based on a cluster analysis utilizing affective and cognitive attitudes towards private driving, four groups are obtained, each characterized by different extent of feelings/emotions for private driving and of evaluations/beliefs about the consequences on environment due to car-use. A multi-group structural equation model analysis explicitly confirms the moderating role of affective-cognitive congruence of attitudes, given that the structural relations between overall attitude, subjective norm, active and passive PBC, green travel intention, as well as green travel behavior significantly differ depending on the extent and direction of the congruence between affective and cognitive attitudes. It is expected that the empirical findings might be useful for transport administrators to maximize the effects of their limited resources and funds.