Household-based voluntary travel behaviour change: aspirations, achievements and assessment

Voluntary travel behaviour change has been the subject of a large amount of scrutiny as it increasingly a component of urban transport strategies to achieve reduction in the degree of reliance on private car use. This paper outlines the experience to-date with voluntary travel behaviour change initiatives, including the measured impacts of pilot projects and large-scale applications. It concludes that, whilst there are outstanding issues of how reliably to measure the impacts of specific initiatives, the documented body of evidence is now sufficient to conclude that: 1 .reductions achieved in car use are substantial; 2. the reductions in car use vary in scale by a factor of about 3.5; 3.a substantial part of the travel behaviour change occurs at times and places where there is existing spare capacity in non-car transport systems; 4.the socio-economic return is very high and more than sufficient to meet public sector investment criteria. These conclusions are sufficient to support the continuing roll-out of voluntary travel behaviour change programs based on dialogue marketing principles, without the need for specific validation of every proposal. (a)


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  • Accession Number: 01011386
  • Record Type: Publication
  • Source Agency: ARRB
  • Files: ITRD, ATRI
  • Created Date: Dec 19 2005 3:07PM