System Innovation for Sustainability 2 by Geerken Theo;Borup Mads; & Mads Borup

Author:Geerken, Theo;Borup, Mads; & Mads Borup
Language: eng
Format: epub
Publisher: Taylor & Francis Group

7.2.4 Learning experiences

The evaluation of the marketing campaign indicates that combining the context change of residential relocation with a marketing campaign is an effective strategy to change habitual car use. In the experimental group the PT modal split share is 7.6 percentage points higher than in the control group. Because of the randomised control trial design this difference can be causally attributed to the effect of the marketing campaign. The observed mean difference corresponds to an effect size of 0.23 which indicates a small effect. However, in the transport domain where most information-oriented interventions have a zero effect, this small effect is of great practical significance. The evaluation results also indicate that the marketing campaign had a specific behavioural impact. The main change in travel behaviour consists in movers’ increased use of PT for daily trips, which seems to result half from less car use and half from less walking and cycling. Thus from an environmental policy viewpoint a negative side-effect of the marketing campaign is that it seems to motivate not only former car user to use PT more frequently but also persons who formally walked and cycled. The significance of the present study consists not only in the fact that because of the randomised control trial the estimated treatment effect size has a high internal validity but that the results also have a high external validity: the study results are based on a random sample of movers, personal interviews were used as a data-collection method and considerable labour was invested in reducing potential self-selection processes. Furthermore, the financial budget and collaboration with a marketing company allowed a high degree of professionalism in the development, production and delivery of the campaign, which is frequently a weakness of academically conducted intervention studies. To summarise, the present evaluation provides a reliable estimate of the average behavioural effect one can expect from a professionally conducted marketing campaign involving dialogues with movers to German urban agglomeration such as Munich.

Concerning the mechanisms mediating the impact of the residential relocation on movers’ travel behaviour the data analyses provide strong evidence that the anticipatory reduction of car ownership plays a central role. In particular, persons moving from rural areas to Munich reported a very high degree of car ownership at their old place of residence. Prior to the move in these households the average number of cars corresponded to the average number of persons living in a household (two in each case) or, in other words, on average each household member owned a car. Probably the high number of cars reflects the car-oriented transport infrastructure in rural areas. The expectation that they will have access to a high-quality PT service in Munich in a situation where car use will become less attractive obviously motivates particularly persons from rural areas to reduce the car number to one per household. As a consequence individual access to a car also decreases, which ‘forces’ participants to use PT more frequently. The results also confirm that the independent additional behavioural effect

Download

Copyright Disclaimer:
This site does not store any files on its server. We only index and link to content provided by other sites. Please contact the content providers to delete copyright contents if any and email us, we'll remove relevant links or contents immediately.