Evolution of green travel behaviour on dynamic social networks

Encouraging residents’ green travel behaviour can reduce carbon emissions. However, existing research focuses more on the individual level than on green travel in the context of group interactions. This study aims to connect individual- and group-level insights by integrating the theory of planned behaviour (TPB) and the norm activation model (NAM). Based on empirical data from a questionnaire survey and web crawler, a simulation of the evolution of green travel behaviour interactions in social networks was conducted. The results reveal that the theory of planned behaviour and the norm activation model (TPB −NAM) can explain and predict green travel behaviour. With individuals’ interactions, social networks present scale-free characteristics, and the state of green travel behaviour tends to be stable. Lowering the opinion-bounded confidence of agents in social networks could promote green travel behaviour. This study extends the literature on the theory of green travel behaviour in terms of model integration and interactive decision-making between individuals and groups. The results support the promotion of residents’ green travel behaviour.