民航旅客低碳出行行为及影响因素:基于TPB-ABC整合框架的实证研究  

An Empirical Study on the Low-Carbon Travel Behavior of Civil Aviation Passengers and Its Infuencing Factors:Based on an Integrated TPB-ABC Framework

作　　者：杨若愚 YANG Ruoyu(China Civil Aviation High Quality Development Research Center,Tianjin 300300,China;School of Economics and Management,Civil Aviation University of China,Tianjin 300300,China)

机构地区：[1]中国民航高质量发展研究中心,天津300300 [2]中国民航大学经济与管理学院,天津300300

出　　处：《综合运输》2024年第10期97-100,137,共5页China Transportation Review

基　　金：中国民航高质量发展研究中心开放式基金资助(项目编号:ADI2023-2-04);中央高校基本科研业务费项目中国民航大学专项资助项目(3122025064)。

摘　　要：民航业在“交通强国”和“民航强国”战略体系中发挥着举足轻重的作用,在“双碳目标”和绿色民航的发展背景下,旅客的绿色出行和低碳出行将大大提升民航的绿色发展水平,本文基于计划行为理论和环境行为ABC理论构建整合框架,借助问卷调查数据实证分析民航旅客低碳出行行为及其影响因素。结果发现:航空旅客关于低碳出行的认知态度、主观规范、感知行为控制均对行为意愿和出行行为产生明显的正向促进作用,但是存在“强认知”和“弱行为”的现象,主观规范中的个人规范的影响强于社会规范的影响;航空旅客的出行意愿在认知态度、主观规范、感知行为控制和出行行为之间发挥中介作用;广告宣传、激励措施、平台媒介等情境因素在航空旅客的低碳出行意愿和出行行为之间,发挥正向调节作用。基于此,本研究提出了有针对性的对策建议。The civil aviation industry plays a pivotal role in the strategic systems of"building China into a country of strong transportation"and"building China into a powerful civil aviation country."Against the backdrop of the"dual carbon goals"and the development of green civil aviation,promoting green and lowcarbon travel among passengers will signifcantly enhance the level of green development in civil aviation.This study constructs an integrated framework based on the Theory of Planned Behavior(TPB)and the Attitude-Behavior-Context(ABC)Theory of Environmental Behavior,and empirically analyzes the lowcarbon travel behavior of civil aviation passengers and its influencing factors using questionnaire survey data.The results reveal that civil aviation passengers'cognitive attitudes,subjective norms,and perceived behavioral control regarding low-carbon travel have signifcant positive efects on behavioral intentions and travel behavior.However,there is a phenomenon of"strong cognition but weak behavior,"with personal norms having a stronger infuence than social norms within subjective norms.Passengers'travel intentions mediate between cognitive attitudes,subjective norms,perceived behavioral control,and travel behavior.Contextual factors such as advertising,incentives,and platform media play a positive moderating role between civil aviation passengers'willingness to engage in low-carbon travel and their actual travel behavior.Based on these fndings,this study proposes targeted countermeasures and suggestions.

关 键 词：民航旅客低碳出行 计划行为理论 环境ABC理论 中介效应 调节效应 

分 类 号：F562[经济管理—产业经济]