Successful and sustained interventions to obtain travel behavior change would be achieved based on a thorough understanding of individual’s decision-making process on travel. To narrow the gap between the theory of planned behavior (TPB) and green travel behavior, this study extends classical TPB by accommodating the moderating effect of affective-cognitive congruence of attitudes. Based on a cluster analysis utilizing affective and cognitive attitudes towards private driving, four groups are obtained, each characterized by different extent of feelings/emotions for private driving and of evaluations/beliefs about the consequences on environment due to car-use. A multi-group structural equation model analysis explicitly confirms the moderating role of affective-cognitive congruence of attitudes, given that the structural relations between overall attitude, subjective norm, active and passive PBC, green travel intention, as well as green travel behavior significantly differ depending on the extent and direction of the congruence between affective and cognitive attitudes. It is expected that the empirical findings might be useful for transport administrators to maximize the effects of their limited resources and funds.

中文翻译：

---

增强 TPB 在预测绿色旅行中的作用的新视角：态度的情感认知一致性的调节

基于对个人旅行决策过程的透彻了解，将实现成功和持续的干预以改变旅行行为。为了缩小计划行为理论（TPB）与绿色出行行为理论之间的差距，本研究通过适应态度的情感认知一致性的调节作用扩展了经典的TPB。基于对私人驾驶的情感和认知态度的聚类分析，获得了四组，每个组的特点是对私人驾驶的感受/情绪以及对因汽车使用对环境造成的后果的评估/信念的程度不同。多组结构方程模型分析明确证实了态度的情感认知一致性的调节作用，鉴于整体态度、主观规范、主动和被动PBC、绿色出行意愿以及绿色出行行为之间的结构关系，因情感态度与认知态度的一致性程度和方向不同而存在显着差异。预计实证结果可能有助于运输管理人员最大限度地发挥其有限资源和资金的作用。