Investigating the Multifaceted Impact of Urban Environment on Winter Green Travel in Cold Regions: An Empirical Study of Shenyang, China

Green travel offers significant benefits, including reducing pollution and alleviating traffic congestion. Despite these advantages, green travel is less popular in cold regions, particularly during winter, due to comfort, convenience, and safety concerns. While climate factors are immutable, enhancing the urban environment can promote winter green travel. This paper examines the impact of urban environments on residents’ willingness to engage in green travel in cities located in cold regions during winter. Using data from Shenyang, China, a comprehensive structural equation model based on the stimulus–organism–response (S-O-R) theory was constructed, revealing the causal relationships and underlying structure between environmental factors and green travel willingness. The model demonstrates that social, built, natural, and travel environments collectively shape residents’ willingness to engage in green travel, with the social environment emerging as the most impactful factor. Additionally, this study identified two crucial mediating variables, travel perception evaluation and attitude towards green travel, which indirectly influence green travel willingness. This study also identifies nine critical factors—often underappreciated in traditional analyses—that should be prioritised in urban planning. These findings advance the understanding of green travel behaviour in winter cities by illustrating the complex interplay between environmental factors and individual attitudes while providing actionable guidance for fostering supportive social environments and strategically enhancing built and travel environments to promote green travel in cold climates.