Green Travel: Exploring the Characteristics and Behavior Transformation of Urban Residents in China

Green travel can ease urban traffic problems and has aroused Chinese government interest regarding their extensive concerns. Although the Chinese government has formulated some policies to encourage residents to perform green travel behavior, non-green travel behavior is still popular. Using the Q method, this study explores the characteristics of Chinese urban residents from the perspective of green travel behavior. The results show that according to values and travel attitudes, urban residents can be divided into three groups; green, light green, and brown travelers. Green travelers care about the environment, have positive environmental attitudes, and implement green travel in their daily lives. Light green travelers require incentives and good conditions to carry out green travel. Brown travelers, however, hold egoistic values and their travel behavior, with little consideration of environment, is mainly affected by individual travel habits. Such results can help governments make suitable and effective policies and initiatives to promote behavior transformation from brown and light green into green travelers.