Targeting travel awareness campaigns : Which individuals are more likely to switch from car to other transport for the journey to work?

This paper adds to the work on the subject of car dependency and seeks to give more precise guidance to those responsible for promoting travel awareness campaigns by exploring which car commuters are likely to be the best targets for marketing non-car modes. The findings from research examining the relationship between current travel behaviour and attitudes to changing behaviour are reported. It is suggested that whilst the majority of car commuters are highly car orientated and not susceptible to mode change a significant minority are susceptible to change. This group are more likely to be male, in their 30s and, most importantly undertake short distance work journeys of 5 miles or less. In addition to identifying target groups, the paper provides guidance on the policy changes required in order to encourage a shift from the car to an alternative mode. It is clear that raising individual awareness is an important factor in addressing the issue of car dependency.