The　effectiveness　of　＂green　travel＂　guidance　is　influenced　by　external　information　and　travelers＇　choice　preferences.　The　heterogeneity　of　potential　attribute　categories　of　travelers　needs　to　be　considered.　Self-presentation　manifests　itself　as　people　influencing　others＇　impressions　of　themselves　by　controlling　the　information　that　relates　to　them,　which　reflects　the　interaction　of　information　and　choice　preferences.　To　quantify　the　influence　of　travelers＇　self-presentation　awareness　and　environmental　awareness　on　mode　choice　behavior,　1382　valid　samples　were　collected　through　a　questionnaire　survey.　The　latent　class　model　(LCM)　is　used　to　classify　the　travelers　into　high　self-presentation　group　(18.23%),　medium　self-presentation　group　(20.26%)　and　low　self-presentation　group　(61.51%).　The　results　of　the　discrete　choice　model　suggest　that　travelers　pay　more　attention　to　travel　time　and　the　characteristics　of　the　travel　mode　itself　when　making　mode　choices.　The　effect　of　travel　expense　on　the　high　self-presentation　group　would　be　overestimated　if　mode　characteristics　are　not　considered.　Travelers　from　the　high　self-　presentation　group　have　a　strong　preference　for　public　transit　only　for　short-distance　trips,　and　their　tendency　for　private　cars　is　obvious　for　trips　of　6　to　10　kilometers.　The　preference　value　of　the　low　self-presentation　group　for　cycling　can　offset　to　some　extent　the　negative　utility　of　excessively　long　travel　times　in　short　to　medium　distance　trips.　The　construction　of　a　mode　choice　model　that　considers　travelers＇　heterogeneity　can　provide　a　theoretical　basis　for　the　government　and　related　departments　to　formulate　more　coordinated　and　targeted　regulation　policies　and　public　transportation　operation　strategies.　©　2023　Science　Press.　All　rights　reserved.