Towards a conceptual framework of hard and soft behaviour change interventions in sustainable transport

Abstract

This paper aims to identify effective strategies for promoting behavioural change towards more sustainable travel patterns, drawing on evidence from the literature and practice. Established objectives for behaviour change interventions include reducing emissions, alleviating congestion, and enhancing overall well-being through targeted interventions. Drawing on existing frameworks for behaviour change, the paper focuses on the key dimensions which are relevant to the design and evaluation of policy measures. A multi-dimensional conceptual framework of behaviour change interventions in transport is proposed to highlight the importance of combining ‘hard’ measures, such as road user charges and infrastructure investments, with ‘soft’ measures, like public awareness campaigns and incentive programmes. The other three dimensions cover the timeframe for change, the level of change impact and the “push” and “pull” change strategies. Evidence of previous impact is presented, distinguishing between marginal and non-marginal changes and, where appropriate, the longevity of impact. The evidence demonstrates that tailoring these strategies to specific population segments and geographic contexts is crucial for delivering impact, particularly given the diverse travel needs and socio-demographic factors that exist within different jurisdictions. The paper concludes with recommendations for advancing research to better understand the synergetic effects of various behaviour change interventions using the proposed framework.