Community Perceptions of ‘TravelSmart’ Behaviour in South Australia

Abstract

Insights from psychology and marketing have recently led to an alternative to information-based behaviour change campaigns, known as community-based social marketing. The key to this approach is the identification of barriers that prevent individuals from engaging in sustainable behaviours, and the implementation of strategies (‘tools’) specifically targeted at addressing these perceived barriers. The aim of the current study was to contribute to travel behaviour change research by enhancing our understanding of the reasons people choose to engage or not engage in reducing car use. Face-to-face interviews were conducted on a sample of 392 individuals from the western Adelaide metropolitan region. The survey instrument utilised various questioning techniques such as open-ended questions, agreement scales (to attitudinal statements), and importance scales, to identify the perceived benefits and barriers to reducing car use among members of this community. The survey was conducted prior to the commencement of the TravelSmart intervention in the western suburbs of the Adelaide metropolitan region. The survey identified ‘convenience’ and the importance of ‘making small changes’ as the dominant factors distinguishing those who identify themselves as actively trying to reduce their car use from those who are not currently active in this behaviour. The results obtained from this study suggest the existence of key differences in the priorities of people who are currently active and currently inactive in reducing car use.