This paper takes an in-depth look at the concept of voluntary behaviour change. It examines the change tools that can be offered - based on experience in other fields, as well as in the transport literature - before it devotes attention to unravelling the differences between a social marketing approach and a community development approach to voluntary behaviour change. It concludes that, while both can be effective, there are some risks in using a social marketing approach when the marketing aspect is overemphasised. Finally, based on a recent program in Melbourne, Australia, it presents an example where the sociological principles of behaviour change in all areas is combined to develop a new approach to travel behaviour change offering people multiple tools, based on their key values. This differs from past approaches that have usually focussed first on the policy-makers' key goals - to reduce emissions or congestion. (Author/publisher) For the covering entry of this conference, please see ITRD abstract no. E210413.
Samenvatting