关键词: 绿色出行, 群体选择, 计划行为理论, 无标度网络, 观点传播动力学

Abstract: At present, China is facing increasingly serious air pollution problems, of which motor vehicle pollution is the main source. And promoting the concept of green travel can help alleviate air pollution caused by vehicle exhaust. Therefore, the research on the green travel choice behavior of limited rational individuals in complex social networks and the evolution of group choice behavior become the focus of this paper. Based on the Theory of Planned Behavior, an individual cognition-behavior model is established that individual green travel intention is influenced by individual behavior attitude, perceived behavioral control, subjective norms and green travel willingness of the previous period. Based on dynamics of opinion spread and scale-free network, an interaction model of individual choice behavior in the network is constructed. Empirical and simulation analysis shows that individual behavioral attitude has a high value ingreen travel behavior willingness, which plays a significant role, while behavioral perception factor has a relatively limited impact. Improving the value of behavioral perception results and subjective normative factors is the main way to improve residents' green travel behavior willingness. Under the optimal connection principle and the assumption of network growth, the trend of aggregation of the whole network towards several central nodes is becoming more and more obvious, which means the degree of centralization of network nodes is becoming more and more significant. In the social network, improving the threshold of information interaction, discount coefficient, the sense of spiritual satisfaction and creating opinion leaders who publicize green travel is conducive to improving green travel behavior willingness.

Key words: green travel, group choice, theory of planned behavior, scale-free network, propagation dynamics