‘Complacent Car Addicts’ or ‘Aspiring Environmentalists’? Identifying travel behaviour segments using attitude theory

Abstract

Using an expanded version of a psychological theory of attitude-behaviour relations, namely the Theory of Planned Behaviour (TPB), scores on factor analysed multidimensional attitude statements were used to segment a population of day trip travellers into potential 'mode switchers' using cluster analysis. Six distinct psychographic groups were extracted, each with varying degrees of mode switching potential. Each group represents a unique combination of preferences, worldviews and attitudes, indicating that different groups need to be serviced in different ways to optimise the chance of influencing mode choice behaviour. Socio-demographic factors had little bearing on the travel profiles of the segments, suggesting that attitudes largely cut across personal characteristics. The evidence clearly shows that the same behaviour can take place for different reasons and that the same attitudes can lead to different behaviours. The paper asserts that commonly used a-priori classifications used to segment populations based on demographic variables or simple behavioural measures may oversimplify the structure of the market. Cluster analysis is rarely used in studies of travel behaviour but this study demonstrates its utility in providing a way of extracting naturally occurring, relatively homogenous and meaningful groups to be used in designing targeted hard and 'soft' transport policies.

On the mobility policies of companies: What are the good practices? The Belgian case

“…This is consistent with the literature on both EMP (Kingham et al¸2001;Dickinson et al, 2003;De Witte et al, 2008;Cairn et al, 2010) and commuting, which shows that costs and convenience are the key criteria of a transport mode choice (Hagman, 2003;Anable, 2005). Also some less costly measures appear to be effective: strategies favouring trials of alternative modes of transport and the diffusion of information.…”

“…Costs, both in monetary terms and in travel time, and convenience are commonly accepted as being the two key factors in a commuter's choice of a mode of transport (Comsis Corporation, 1993;Hagman, 2003;Anable, 2005). Although most alternatives to the car offer a cost advantage through the sharing or eliminating of expenses, many commuters weigh this saving against the potential reduction in convenience and choose to drive alone (Rodriguez and Joo, 2004).…”

Consumer structure in the emerging market for electric vehicles: Identifying market segments using cluster analysis

“…With the importance of accounting for the idiosyncrasies of different groups in the transport market well established (Anable, 2005;Burkhardt and Milard-Ball, 2006;Barr and Prillwitz, 2012;Al-Alawi and Bradley, 2013;Budd et al 2014;Fürst, 2014), it is assumed that exploring the response of different market segments to EVs will likely prove rewarding. Specifically related to the focus of this paper, some preliminary research on the consumer structure of the EV market has already taken place.…”

Incompetent or Too Competent? Negotiating Everyday Cycling Identities in a Motor Dominated Society

“…Sociological work linking stigma and identity to changing and contested social contexts could complement and/or challenge work on the psychology of transport using market-research categories (e.g. Anable 2004). Finally, given evidence presented here of internalisation of stigma among existing cyclists, policy-makers should think carefully about potential unintended consequences of policy initiatives.…”