The Impact of the Cost of Travel Time and Feedback Type on Green Travel

Abstract

Green travel is a special type of pro-environmental behavior, which requires people to pay a time cost to reduce carbon emissions. This study explored the impact of the cost of travel time and feedback types on green travel. To verify the change of travel choice under different time costs, experiment 1 explored the impact of different costs of travel time on green travel. The results showed that with the increase in time cost, green travel behavior gradually decreased. This suggests that time costs can hinder green travel behavior. To intervene in this negative effect, experiment 2 explored the effects of different types of feedback intervention. The results showed that both environmental and health feedback could only intervene with green travel behavior when the time costs were low. This indicates that health and environmental feedback can intervene in the negative effects of travel time cost, but the cost range of the intervention is limited. This study has implications for promoting green travel behavior.