Abstract:
Based on the theory of symbolic consumption, the symbolic and functional factor model was constructed to further study the internal behavior logic of the choice intention of green travel mode of Chinese urban residents. The results showed that the symbolic meaning of reputation, status, taste, enjoyment and so on obviously affect the residents′ choice intention for non-green travel mode, and the order of affecting degree is enjoyment, reputation, status and taste. Whereas, the effects that symbolic meaning of personality exerted on the residents′ choice intention for non-green travel mode is not significant. Reputation, personality and other symbolic meaning significantly affect the residents′ choice intention for green travel mode, while the status, taste, enjoyment and other symbolic meaning of the residents′ choice intention for green travel mode is not significant. Whether it is non-green mode or green mode of travel, functional factors are the principal elements that citizens concerned about.
