One of the most promising contributions to travel behaviour change research in recent times has emerged in the form of community-based social marketing, an alternative to information-based behaviour change campaigns. The primary aim of the current study is to contribute to travel behaviour change research by enhancing our understanding of the reasons people choose to engage or not engage in sustainable travel behaviours, such as riding public transport, walking, or riding bicycles. A secondary aim of the current study is to inform the design and implementation of behaviour change programs and to enable a more strategic approach to travel behaviour change with particular reference to addressing the often specific concerns of the target community involved. (a) For the covering entry of this conference, please see ITRD abstract no. E213716.
Samenvatting