居民绿色出行的差异来源与表现——以北京市为例  

Exploring Sources and Performance of Divergences in the Context of Green Commuting——A Case of Beijing Residents

作　　者：陈凯[1] 梁皓凯 

机构地区：[1]北京林业大学经济管理学院,北京100083 [2]北京大学汇丰商学院,广东深圳518055

出　　处：《软科学》2016年第11期109-113,共5页Soft Science

基　　金：国家社会科学基金项目(13CJY090);北京市社会科学基金项目(14JGB048);广义虚拟经济研究专项(GX2015-1016(M))

摘　　要：通过聚类分析,将北京的805名受访者划分为"深绿"及"浅绿"两组,反映其心理倾向与行为差异。测量一致性检验表明,两群组的积极态度更多来自对绿色出行环保效应的积极评价。"深绿"组的环保意识已通过行为体现,而"浅绿"组仅停留在对绿色出行环保意义的认知上。此外,"深绿"组出行意愿与行为更多源于对习惯的维持,"浅绿"组意愿则更多来源于未来实施绿色出行的期待。结构一致性检验表明,"浅绿"组绿色出行意愿更多受主观规范影响,且更易转化为绿色出行。Through cluster analysis, this paper classifies respondents into two groups, ＂there are committed greens＂ and ＂light greens＂ to reflect the inclination and acting frequency among them. Measurement invariance test demonstrates that positive attitudes in both groups are mainly generated from positive evaluation toward the environmental effects of green com- muting. Environmental concerns of committed green have already reflected from behavior, while light greens still limited within the realm of meaning cognition. Moreover, committed greens＇ higher level of intention and behavior are generally ori- ented from maintaining habits, but the intention of light greens is generated from the expectation of green commuting in the future. Structural invariance test illuminates that light greens＇ intention is more impacted by subjective norm and can easier stimulate green commuting.

关 键 词：绿色出行 计划行为理论 环保意识 多群组分析 

分 类 号：C913.3[经济管理]