Climate change poses a significant challenge to global sustainable development, with the transportation sector being a major contributor to greenhouse gas emissions. In China, transportation accounts for a substantial portion of CO2 emissions, highlighting the need for effective mitigation strategies. Public transit offers a promising solution for energy conservation and emission reduction. This study examines public awareness and behavioral preferences related to green transportation in China, exploring the potential of digital technology to encourage the adoption of greener travel options. The Paris Agreement, adopted in 2015, set ambitious targets for global temperature increase, necessitating significant emission reductions across all sectors. The transportation sector's high emission levels and increasing growth rate demand urgent action, particularly in rapidly urbanizing countries like China. China's commitment to achieving carbon neutrality by 2060 requires focusing on crucial sectors such as transportation. Existing research demonstrates an 'awareness-behavior gap', where awareness of low-carbon options doesn't always translate into behavioral change. Green City Transportation Projects aim to create sustainable urban transportation networks, but their success depends on widespread adoption of green transportation modes. The integration of digital technology is identified as a primary approach to promoting green transit within the context of China's national strategies.

While some energy efficiency improvements have been made in the transportation sector, global greenhouse gas emissions from this sector continue to rise. Road transportation accounts for the majority of these emissions, and reducing emissions in passenger transport remains a challenge. Demand-side mechanisms, such as lifestyle changes and behavioral shifts, are crucial for reducing environmental impacts and shifting away from private car dependence. The dramatic increase in car ownership in China necessitates exploring alternative transportation options. Green transportation, based on sustainability principles, is a key component of China's carbon peaking action plan. Government initiatives, including the Action Plan for Green Transportation, aim to increase the share of green transportation modes in cities across the country. Digital technology, particularly the use of information and communication technologies, plays a significant role in influencing travel behavior. Studies indicate that providing information about the environmental impacts of transportation can lead to changes in travel choices. Digital tools have a large potential for reducing greenhouse gas emissions across various sectors, including transportation, by improving efficiency and creating innovative solutions.

This study employed a mixed-methods approach. First, a nationwide questionnaire survey was conducted to gather data on public attitudes and behaviors towards green transportation. The questionnaire was distributed online via Tencent Horizon, resulting in 7369 valid responses. The sample was designed to be representative of the Chinese netizen population, with attention to demographic factors. The second part of the study was a case study focused on Shenzhen, a major Chinese city, examining the impact of Tencent Map's green transportation portal on travel behavior. The case study used big data sourced from Tencent on user travel patterns, focusing on subway and bus trips facilitated by the platform. Carbon emission reductions were calculated using a formula based on established principles of the United Nations Clean Development Mechanism (CDM) and China's voluntary emission reduction programs. The formula compares baseline emissions (emissions from the most probable alternative modes of transportation) with project emissions (emissions from subway and bus trips facilitated by the app). The data from 2019 to 2021 for subway trips and from 2021 to 2022 for bus trips were analyzed to determine the emission reduction amount.

The questionnaire survey revealed that over 50% of respondents favor public transportation, highlighting a growing preference for green travel options. Convenience, safety, and weather conditions were identified as the top three factors influencing transportation mode choices. The majority of respondents expressed willingness to support national green transportation initiatives, with a significant portion indicating their intention to switch to greener transportation methods. The majority of respondents favored digital map applications that incorporate green transportation functions, emphasizing the importance of user-friendly tools in promoting green travel choices. Features like real-time transit information and calorie tracking were highlighted as particularly appealing. Personal carbon reduction incentives, such as the ability to trade or redeem carbon credits, were found to be highly motivating, particularly among younger respondents. The Tencent Maps' green transportation portal showed high user satisfaction and enhanced user awareness of green travel. The Shenzhen case study demonstrated significant CO2 emission reductions attributable to increased subway and bus usage facilitated by the Tencent Map platform.

The findings demonstrate a significant public acceptance of green transportation in China, particularly among younger demographics. The emphasis on convenience, safety, and weather underscores the need for infrastructure improvements and user-friendly systems that address these factors. Digital technology offers a crucial means to promote green travel by improving convenience, providing real-time information, and offering engaging incentives such as carbon accounting and reduction features. The high satisfaction with the Tencent Maps’ green transportation portal suggests that integrating such functions into widely used apps is an effective approach to influence behavior. The success in Shenzhen underscores the potential for replicating such models in other cities. The combination of policy initiatives and technological innovation is essential to overcome the awareness-behavior gap and drive widespread adoption of green transportation modes.

This study highlights the potential of digital maps and inclusive carbon initiatives to promote green transportation in China. The findings suggest that incorporating user-friendly features, providing real-time information, and offering engaging carbon reduction incentives are effective strategies to encourage shifts towards greener travel. Future research should focus on expanding the carbon inclusion framework nationally, developing standardized methodologies for validating emission reductions, and further investigating the long-term impact of digital tools on travel behavior and carbon emissions.

The study's reliance on online questionnaires may introduce sampling bias, potentially underrepresenting individuals with limited internet access. The Shenzhen case study, while informative, may not be fully generalizable to all Chinese cities due to variations in public transportation infrastructure and digital technology penetration. The study also does not directly address the impact of the Covid-19 pandemic on travel patterns and the effectiveness of digital tools during that period.