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Intention and willingness to pay for green freight transportation: An empirical examination

机译：绿色货运的支付意愿和支付意愿：一项实证检验

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摘要

The objective of this paper is to explore what motivates consumer intention and willingness to pay for green transportation. The model is based on the theory of planned behavior and explains the relationship between consumer attitude, perceived behavioral control and peer pressure on intention and willingness to pay for a t-shirt that was transported using energy efficient fuel. Data from a survey of U.S. consumers is analyzed. Results suggest consumer attitude and peer pressure are positively associated with intention which is positively associated with willingness to pay. High levels of consumer attitude, perceived behavioral control and intention suggest a positive outlook for organizations investing in green transportation initiatives. Results also suggest a need for organizations and government to market and educate consumers and citizens about the positive implications of green transportation and using energy efficient fuel.
机译：本文的目的是探讨促使消费者购买绿色交通的意愿和意愿的因素。该模型基于计划行为的理论，解释了消费者态度，感知的行为控制以及同伴对意图和愿意为使用节能燃料运输的T恤付款的压力所产生的压力之间的关系。分析来自美国消费者调查的数据。结果表明，消费者的态度和同伴压力与意向成正相关，而意向与支付意愿成正相关。高水平的消费者态度，感知的行为控制和意愿表明，组织对绿色运输计划进行投资的前景乐观。结果还表明，组织和政府需要向市场和消费者以及公民进行有关绿色运输和使用节能燃料的积极影响的教育。

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