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Start Walking! How to Boost Sustainable Mode Choice—Psychological Measures to Support a Shift from Individual Car Use to More Sustainable Traffic Modes

Author

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  • Ralf Risser

    (Department of Psychology, Palacky University Olomouc, Krizkovskeho 8, 771 47 Olomouc, Czech Republic)

  • Matus Sucha

    (Department of Psychology, Palacky University Olomouc, Krizkovskeho 8, 771 47 Olomouc, Czech Republic)

Abstract

Transport is one of the sectors that contributes to global warming. To tackle this issue, one of the most important tasks is to enhance/support a mode shift from individual car use to more sustainable traffic modes. To achieve this, psychology-based measures are needed. We need to understand what keeps people from walking, and what motivates people who do walk to do so, or to define the barriers and the preconditions that are needed for walking or cycling. These preconditions are perceived in a different way by different people. As the motivation of individual citizens differs greatly, the preconditions have to be targeted precisely. In this paper a scheme is presented that deals with this issue—i.e., to enhance/support a mode shift to sustainable traffic modes with the following steps: To identify and improve the preconditions for walking; to communicate information, and; to provide opportunities or incentives. As a theoretical background we use a classical marketing model presented by Philip Kotler, which has strong connections with communication and social psychology. Through the case of supporting sustainable traffic modes—the product which will be “sold”—we present the different steps of the model (information, product, communication, incentives, and distribution). With all aspects we emphasize that a holistic approach (a combination of all these aspects and steps) is necessary for a successful marketing process that in fact makes citizens “buy” the idea of walking (more). The main suggestion of this paper is to implement the steps suggested in it in the frame of a pilot project in a city or a province and then to evaluate. Evidence that the suggested measures work when applied appropriately and—as strongly underlined—in a concerted manner can only be achieved by trying in practice.

Suggested Citation

  • Ralf Risser & Matus Sucha, 2020. "Start Walking! How to Boost Sustainable Mode Choice—Psychological Measures to Support a Shift from Individual Car Use to More Sustainable Traffic Modes," Sustainability, MDPI, vol. 12(2), pages 1-13, January.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:2:p:554-:d:307656
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    References listed on IDEAS

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    1. Fabio Grazi & Jeroen C.J.M. van den Bergh & Jos N. van Ommeren, 2008. "An Empirical Analysis of Urban Form, Transport, and Global Warming," The Energy Journal, International Association for Energy Economics, vol. 0(Number 4), pages 97-122.
    2. Benjamin Saunders & Julius Sim & Tom Kingstone & Shula Baker & Jackie Waterfield & Bernadette Bartlam & Heather Burroughs & Clare Jinks, 2018. "Saturation in qualitative research: exploring its conceptualization and operationalization," Quality & Quantity: International Journal of Methodology, Springer, vol. 52(4), pages 1893-1907, July.
    3. Darker, Catherine D. & Larkin, Michael & French, David P., 2007. "An exploration of walking behaviour--An interpretative phenomenological approach," Social Science & Medicine, Elsevier, vol. 65(10), pages 2172-2183, November.
    4. Şimşekoğlu, Özlem & Nordfjærn, Trond & Rundmo, Torbjørn, 2015. "The role of attitudes, transport priorities, and car use habit for travel mode use and intentions to use public transportation in an urban Norwegian public," Transport Policy, Elsevier, vol. 42(C), pages 113-120.
    5. Daniels, Rhonda & Mulley, Corinne, 2013. "Explaining walking distance to public transport: The dominance of public transport supply," The Journal of Transport and Land Use, Center for Transportation Studies, University of Minnesota, vol. 6(2), pages 5-20.
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    Cited by:

    1. Haorong Peng & Xiaoxiang Ma & Feng Chen, 2020. "Examining Injury Severity of Pedestrians in Vehicle–Pedestrian Crashes at Mid-Blocks Using Path Analysis," IJERPH, MDPI, vol. 17(17), pages 1-16, August.
    2. Mário Meireles & Paulo J. G. Ribeiro, 2020. "Digital Platform/Mobile App to Boost Cycling for the Promotion of Sustainable Mobility in Mid-Sized Starter Cycling Cities," Sustainability, MDPI, vol. 12(5), pages 1-27, March.
    3. Hector Monterde-i-Bort & Matus Sucha & Ralf Risser & Kristyna Honzickova, 2022. "A European-Wide Study on the Effects of the COVID-19 Threat on Active Transport Modes," Sustainability, MDPI, vol. 14(6), pages 1-22, March.
    4. Muhammad Ahmad Al-Rashid & Hong Ching Goh & Yong Adilah Shamsul Harumain & Zulfiqar Ali & Tiziana Campisi & Tahir Mahmood, 2020. "Psychosocial Barriers of Public Transport Use and Social Exclusion among Older Adults: Empirical Evidence from Lahore, Pakistan," IJERPH, MDPI, vol. 18(1), pages 1-23, December.

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