How the success of social marketing program outcomes can be affected by socio‐demographics and the built environment: a multiple group latent growth curve modelling exploration

Abstract

Urban sprawl is pervasive in Australian cities arising from the low density development of dwellings. One of the consequences of this is that private vehicle use dominates daily travel in Australia. Reducing car travel by reducing VKT is a target of many transport demand management policies of which community based social marketing programs are proving increasingly popular and effective. Relying on 3-year panel data collected in Australia using both GPS and a normal travel survey in northern Adelaide, South Australia, this paper employs latent growth curve models to evaluate the long-term effects of the social marketing program TravelSmart. The paper explores whether travel behaviour change varies among individuals with different socio-demographic characteristics and among individuals living in different types of neighbourhood. This paper shows TravelSmart had a significant effect on reducing car travel with effects being sustained beyond one year and up to two years. In addition, the paper shows the effects of TravelSmart on reducing the driving varies among individuals with different socio-demographic characteristics and living in neighbourhoods with different levels of walkability.