The research is based on a questionnaire of behaviour and attitudes of 450 car commuters into central Liverpool who live in areas well serviced by public transport, and was carried out for Merseytravel. Questions covered social, travel and journey to work characteristics, attitudes to transport, attitudes to transport policies, in terms of their preferences, and those which might cause their behaviour to change, and a short stated preference exercise dealing with increased parking charges, toll rings, and HOV lanes as deterrents to car use. It was found that views and level of persuadability to a change of mode varied considerably. Quality of public transport (in this case) was of less importance than knowledge about it. Some would need little persuasion while some would be very resistant. Characteristics such as knowledge and use of public transport for other purposes, as well as length of driving experience, age, and sex were about to be the most important factors. It was concluded that targetting of marketing of information about public transport to those who would be persuadable was the most realistic option for increasing use of services.
Abstract