Our approach to travel behaviour
Research has demonstrated time and again that human behaviour is by no means always rational, and human travel behaviour is no exception to this. Behaviour is influenced by limited available information to make rational choices, by decision making heuristics (mental short cuts); attitudes; emotions; mood; situational constraints; norms and many other factors. Therefore creating behaviour change is not as straightforward as providing or improving a service.
People need to be made aware of new services (they are often unlikely to seek out information without advertising); not have overly negative attitudes towards this option; feel able to use it; etc, if they are to even contemplate behaviour change.
In addition to all these factors is the significant barrier to behaviour change of habit. People are far more likely to continue behaving in the same way rather than look for reasons to change, unless there is a substantial motivator for them to do so. CTP is fortunate to include the world renowned expert on habit, Professor Bas Verplanken, as a founding member.
CTP has a number of approaches for promoting smarter travel choice and encouraging behaviour change:
Lifecourse
Our travel needs change as we move through our lives. Different people choose different ‘lifecourses’, some focussing on career, others on family, but each still has changing travel needs. These life changes provide ideal opportunities for promoting sustainable travel, as travel habits are naturally weakened at various points during the lifecourse. To date work in travel behaviour change has not used these opportunities to full advantage. However some interventions have been completed within workplaces, and primary and secondary schools.
For example, Fujii (2007) examined the effects of providing teenagers with information regarding stress and costs of driving, on gaining a driving licence. He found this information did indeed delay the likelihood of getting a driving licence.
CTP identification of lifestage and travel behaviour change opportunities.
| Life ‘stage’ |
Needs |
Opportunities |
Birth of children |
Perceived need to travel by car to keep baby ‘safe’. |
Attempt to reduce ‘automatic’ increase in car use. |
Starting school |
Chauffeuring children to school through safety fears. |
Walking children to school – more quality time, good exercise, and improves children’s autonomy (being active rather than passive passengers). |
Starting college |
Wanting more independence from parents. |
Cycle training to start positive travel behaviours. |
Eligible to obtain driving licence |
Keeping up with peers, independence, right of passage. |
Delay obtaining driving license. Awareness raising of costs, not a necessity, etc. eg Fujii. |
Starting university |
Often a new town – perceived need to retain independence by retaining car. |
Cycling used to be a stereotypical student activity.
Restrict car ownership.
Good value bus schemes. |
First job |
Car ownership widens job opportunities. |
|
Moving in with partner |
Changing lifestyles. Joint travel. |
Reduce car ownership? |
Moving Jobs |
Access to a specific location. |
Encourage employers to promote sustainable travel. |
Moving Jobs / House |
New location. Many journeys altered. |
Move close to workplace? Joint household member decision making tools. |
Retirement |
More free time. Possibly less income. |
Encouraging active travel to retain fitness. Free bus pass has probably had a lot of influence. |
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