Transcript Who responds to smarter measures? Lessons from sustainable

Who responds to smarter
measures?
Lessons from the Sustainable Travel
Towns in England and Scotland.
Dr Jillian Anable: The Centre for Transport Research, University of Aberdeen
Lynn Sloman, Carey Newson: Transport for Quality of Life
Sally Cairns: Transport Research Laboratory
Phil Goodwin: University West of England
Derek Halden: DHC Ltd
What Works in Behaviour Change? 28 June 2010, Victoria Quay, Edinburgh
What are Smart Choices?
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techniques for influencing travel
behaviour towards more sustainable
options
sometimes called ‘soft’ measures
more psychology than engineering
engage with people about their travel choices
may involve:
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better information about existing travel options
marketing and communication
new transport services, closely focussed on target market
carrots and sticks, working together
How we Get Smarter
Initiative
Promotion
Information and skills
Mechanism
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PTP, Information/knowledge, Travel Training
Marketing, campaigns and
ticketing
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Targeted publicity and persuasion approaches, Tourist travel
management, public transport ticket options, events.
Financial incentives
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Parking, Public transport, Promotion of tax incentives
Regulatory measures and
managing demand
Complementary measures
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Restrictions vehicles, workplace destination parking, intelligent
systems
E-substitution, influencing housing and business choices ,
health education publicity
Provision
Making sustainable choices
more attractive
More sharing of vehicles
Infrastructure and services
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Security, lockers, showers, back up in emergencies
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Car clubs, Cycle sharing/rental, trip sharing, pool cars/vans
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Improved cycle routes and networks, public realm upgrading,
new interchanges and services
Questions
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How effective are smarter choices?
Who responds to smarter choices?
What are the ingredients that influence
effectiveness?
What are the psychological processes that
lead to travel behaviour change?
How can these processes be ‘tapped’ more
effectively?
Questions
1.
How effective are smarter choices?
2.
Who responds to smarter choices?
What are the ingredients that influence
effectiveness?
What are the psychological processes that
lead to travel behaviour change?
How can these processes be ‘tapped’ more
effectively?
3.
4.
5.
Scepticism about Smarter Measures
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‘Cherry picked’ evidence?
Unscientific monitoring and evaluation?
Behaviour change is just short term?
‘Preaching to the converted’?
Only has an impact on short journeys?
Widens health inequalities?
After two large-scale demonstration
studies, what will we learn?
Sustainable Travel Towns: England
£10m from DfT
(2004-2009)
STTs: balance of measures (£revenue)
Darlington
Darlingt on
Peterborough
Pet erborough
Workplace travel planning
School travel planning
Personal travel planning
Public transport info & marketing
Worcester
Worcest er
Travel awareness campaigns
Cycling and walking promotion
Car club
Smarter Choices, Smarter Places: Scotland
£15m from SG
(2008-2011)
Kirkwall
Kirkintilloch / Lenzie
Dundee
Glasgow
Barrhead
Dumfries
Stenhousemuir
/ Larbert
Larbert/Stenhousemuir
• Rebuild bus use
• Encourage walking and
cycling for work and
shopping trips to the
town centre
• Improve local cycling
facilities
Kirkwall
Kirkintilloch/Lenzie
• Improve walking environment
in the town centre and
Quoybanks
• High street information
centre
• Maintain strong cycle culture
• Promote bus use including
travel training and tourist
information
• Events promoting
walking and cycling
• Workplace and school
travel planning
Dundee
• Market bus use to build
on existing high levels
Barrhead
• New paths in Auchenback
and links to Darnley
Country Park
• Reinforce health
benefits of cycling
through work with
schools and families
• Develop local cycle
culture
• Make bicycles available
through loan schemes
• Improve image of bus
travel
• Develop safer routes to
schools
Glasgow East End
Dumfries
• Persuade drivers to walk more for short trips
• Improve bus routes and ticketing
• Link existing cycle routes to town centre
• Park and choose schemes
• Improvements to three key
walking and cycling corridors
• Personalised travel planning
• Address local safety concerns
STTs: data sources
Town Data
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Household travel survey
(undertaken 2004 & 2008,
4000 people each town each
survey)
Counts of:
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Vehicles
Cyclists
Pedestrians
Bus passengers
School and workplace
surveys
National Data
• National Travel Survey
medium-sized urban areas
• National Road Traffic
Estimates
urban roads
Household surveys – changes in trips
All trips
Car driver
Car passenger
Bus
Cycle
Walk
-15
+15
Change in trip numbers per 100 people per day 2004 to 2008; weighted dataset; trips<50km
Outcomes: comparing car travel from surveys
with traffic / car counts
Household surveys
Traffic / car counts
Trips per
person
Distance
per
person
National trend
-1.2%
-0.9%
Sustainable
Travel Towns
-9%
-5%~-7%
Darlington
-7%~-10%
-6%~-7%
-6.7% to
-5.3%
+1.6% to
-0.2%
-2.4% to
-3.2%
Peterborough
-8%~-10%
-7%~10%
-7%(car)
-1%(car)
-2.4%(car)
Worcester
-8%~-10%
-3%
-8%
Growth then fall
Growth then fall
-1% to -1.8%
-1.9% to -2.6%
Inner area
Outer area
Overall
change
-0.5% (car)
or -0.7% (all)
Questions
1.
How effective are smarter choices?
2.
Who responds to smarter choices?
3.
What are the ingredients that influence
effectiveness?
What are the psychological processes that
lead to travel behaviour change?
How can these processes be ‘tapped’ more
effectively?
4.
5.
Outcomes: patterns of demand
(travel survey results)
Mode shift
e.g. replacement of trip by car with trip by bus, bike or foot
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Destination/mode shift
e.g. replacement of medium length car trips with shorter
journeys by bus, bike or foot
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Trip evaporation
7% of reduction in car use from a net reduction in trips
Car driver trips and distance: variation in impact
according to trip length
Largest behaviour change seen in short trips, but largest reductions
in DISTANCE from medium/ long distance trips
25%
50%
20%
40%
15%
30%
10%
20%
5%
10%
0%
0%
<1km
1-3km 3-5km 5-10km10-50km
distance band (km)
% reduction in
car driver trips
(left axis)
proportion of
total reduction
in car driver
distance (right
axis)
Outcomes: who changed behaviour?
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men + women equally
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most age groups (but 41-45 yrs & 61-65 yrs show less change)
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People at a ‘transition point’ most susceptible:
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largest reductions: college students, job seekers, recently retired
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lowest reductions: full-time and part-time workers and intensive car
users (41-45 year olds)
Car driver mode share for full-time workers fell by 5%,
but contributed 40% of reduction in car driver trips
Which groups contributed most to the
change in car driving?
Proportion of
all car driver
trips in 2004
% change in
car driver
mode share
2004 to 2008
Contribution to
overall change
in car use
% contribution
to overall fall in
car use
At college
1%
-38%
-0.3%
4%
Seeking work
1%
-30%
-0.4%
5%
Retired
20%
-15%
-3.0%
39%
Home duties
6%
-12%
-0.7%
10%
Full-time work
56%
-5%
-2.8%
37%
Part-time work
15%
-2%
-0.3%
4%
At university
1%
+20%
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-7.5%
100%
Total
100%
Which journey purposes were most affected?
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Looking at reduction in total car driver distance (trips<50km):
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Leisure trips contribute 45% of savings
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Shopping trips contribute 30%
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Work-related business contributes 21%
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Effects on most journey purposes, in most distance bands
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leisure and shopping: largest and most consistent effect on car
driver mode share and distance
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business and commuter travel: substantial effects on car driver
distance (but effect on inconsistent between towns)
Questions
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2.
How effective are smarter choices?
Who responds to smarter choices?
3.
What are the ingredients that influence
effectiveness?
4.
What are the psychological processes that
lead to travel behaviour change?
How can these processes be ‘tapped’ more
effectively?
5.
Ingredient 1: Combination of hard + soft
In the STTs, the largest changes took place:
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Where cycle infrastructure was improved (Darlington)
Where bus services were improved (Peterborough)
In Scotland, after the first year of SCSP – little
behaviour change so far as infrastructure has
not yet been sufficiently improved.
Ingredient 2: Smarter PLACES (SCSP)
Need to pay attention to local culture and norms
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Not all initiatives suit all places (e.g. individualised
marketing, cycling)
“I would like to travel by car more often”
Smarter Choices, Smarter Places baseline study (2009)
Ingredient 3: Segmentation (SCSP)
Target motivational and hard-to-reach groups
100%
90%
80%
25%
neutral/
don’t know
22%
34%
39%
70%
20%
7%
24%
8%
12%
7%
28%
30%
15%
20%
30%
21%
13%
17%
25%
18%
23%
14%
11%
0%
Barrhead
Dumfries
Dundee
Glasgow EE
Able but
not willing
7%
26%
14%
16%
17%
7%
4%
7%
10%
Neither
able nor
willing
15%
40%
20%
47%
22%
60%
50%
40%
47%
Kirkwall
K/L
Smarter Choices, Smarter Places baseline study (2009)
L/S
Willing
and not
able
Willing
and able
Ingredient 4: Complementary measures
Change needs to take place at three levels:
 Individual – incorporating values, attitudes, beliefs,
social norms, identity and intentions
 Interpersonal – the relationship between individuals
(trust, social networks)
 Community – dynamics of structures and institutions
(societal norms and culture; communications and the
media)
This requires a ‘multi-pronged attack’ – a variety of
synergistic measures and a sub-regional approach to
foster a ‘diffusion effect
Ingredient 5: Less focus on CO2? (SCSP)
“People should be allowed to use their cars as much as they like even if
it damages the environment”
Smarter Choices, Smarter Places baseline study (2009)
Ingredient 6: A trustworthy messenger
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A clear brand identity
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Remote from local
government identity
Questions
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5.
How effective are smarter choices?
Who responds to smarter choices?
What are the ingredients that influence
effectiveness?
What are the psychological processes
that lead to travel behaviour change?
How can these processes be ‘tapped’ more
effectively?
If only it were this simple …
Improve service
Improve
knowledge
Improve
attitudes
Change
Behaviour
Barriers to behaviour change
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Values
Efficacy
Status and identity
Social norms
Perceived control
Affective attitudes
HABIT
Choice
INDIVIDUAL SUBJECTIVE
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Values
Moral norms
Sense of responsibility
Perceived control
Self efficacy / agency
Denial
Instrumental attitudes
Affective attitudes
Identity and status
Heuristics
INDIVIDUAL OBJECTIVE
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Knowledge
Habit
Personal capabilities
Actual resource
constraints
COLLECTIVE SUBJECTIVE
COLLECTIVE OBJECTIVE
 Social dilemmas
 Group cultures/ shared
norms
 Trust in others and in
government
 Contextual/ situational
factors
 Communication / the
media
Anable, J. et al. (2006) An Evidence Base Review of
Attitudes to Climate Change and Transport. for the DfT
Theories of behaviour change
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Individual Level
The deficit model
Rational choice
theory
The theory of
planned behaviour
Norm activation
theory
Values-beliefs-norms
theory
Interpersonal Level
 Triandis’ theory of
interpersonal
behaviour
 Social learning
theory
Community/Network Level
 Social capital theory
 Diffusion of
innovations
Stages of Change Models
1. Transtheoretical model (TTM)
2. Systems theory
Source: Anable, J.; Lane, B and Kelay, T. (2006) An Evidence Base Review of Attitudes
to Climate Change and Transport. Report for the UK Department for Transport,
London.
Need to change context + attitudes
Two ways of thinking about changing
behaviour:
1. Influencing what people consciously think
about (at all levels)
2. Altering the context in which people act
(The ‘choice environment’)
= need a combination of hard + soft
Questions
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5.
How effective are smarter choices?
Who responds to smarter choices?
What are the ingredients that influence
effectiveness?
What are the psychological processes that
lead to travel behaviour change?
How can these processes be ‘tapped’
more effectively?
Conclusions
Hard + Soft = Context + Attitudes
 Travel behaviour change means more than just
mode shift
 Not just short journeys – principals of smarter
choices should be applied to medium distance
journey lenghts
We know Smart Measures work, but:
 Need panel data: is it a few people changing a lot or
a lot of people changing a little?
 Still don’t know who responds in terms of attitudes
and the psychological processes involved
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