Understanding voluntary travel behaviour change

This paper takes an in-depth look at the concept of voluntary behaviour change. The first section of the paper draws lessons from non-transport fields. The paper then 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 initially focussed first on the policy-makers' key goals -to reduce emissions or congestion. (a)


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  • Accession Number: 01011383
  • Record Type: Publication
  • Source Agency: ARRB
  • Files: ITRD, ATRI
  • Created Date: Dec 19 2005 3:07PM