EVALUATION OF THE MIST TRAVEL AWARENESS CAMPAIGN. 1. PUBLIC PERCEPTIONS OF TRANSPORT AND THE GROWTH IN CAR USE

Abstract

This is the first of two papers which describe the results of a study on the contribution of public awareness campaigns to integrated transport strategies; it presents the initial findings. The study was part of the Maidstone Initiative for Sustainable Transport (MIST), conducted by Kent County Council and Maidstone Borough Council in England. It aimed to develop methods for obtaining information on: (1) public perceptions of transport problems and the need for action; (2) individuals' preferences and stated intentions about action; (3) changes in perception and action as a result of the MIST project; and (4) the project's modification of the performance of the local transport system. It also aimed to analyse data collected during the project. The survey method was based on the psychological theory of planned behaviour (TPB), which models how specific beliefs about the likelihood of various outcomes of behaviour affect attitudes. The study's results show how far underlying attitudes and beliefs need to be changed for awareness campaigns to be effective. Most people in both towns surveyed viewed car travel positively and bus travel negatively. A sizeable proportion expressed a preference to use cars less. The interview survey shows a clear difference between respondents' and professionals' views of different policies.

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