The use of personalised social marketing to foster voluntary behavioural change for sustainable travel and lifestyles
Changing public attitudes and behaviour is key to achieving the UK target of a 60% reduction in carbon dioxide emissions by 2050. Top-down campaigns that have provided information to a passive public have not necessarily resulted in pro-environmental behavioural change. This paper examines the use o...
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Published in | Local environment Vol. 13; no. 7; pp. 549 - 569 |
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Main Authors | , , , |
Format | Journal Article |
Language | English |
Published |
Routledge
01.10.2008
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Subjects | |
Online Access | Get full text |
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Summary: | Changing public attitudes and behaviour is key to achieving the UK target of a 60% reduction in carbon dioxide emissions by 2050. Top-down campaigns that have provided information to a passive public have not necessarily resulted in pro-environmental behavioural change. This paper examines the use of a personalised social marketing approach to engage the public in changing their personal travel. It provides the results of a project in the City of York to foster voluntary travel behavioural change. Using face-to-face discussions, personalised information and incentives, a statistically significant reduction in car use and an increase in cycling and the use of public transport were achieved over a six-month period. However, this change was not sustained 12 months later. The paper explores the contrasting perspectives on behavioural change and examines the possible lessons that can be learnt to foster voluntary behavioural change in other aspects of household consumption. |
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Bibliography: | ObjectType-Article-2 SourceType-Scholarly Journals-1 ObjectType-Feature-1 content type line 23 |
ISSN: | 1354-9839 1469-6711 |
DOI: | 10.1080/13549830802260092 |