Raising awareness of transport issues: The potential to bring about behavioural change?

Abstract

Changes in the directions of transport policy in the UK in the last few years have led to a wider consideration of possible measures to bring about behavioural change, in particular measures which have the potential to reduce car dependence. Among the measures currently being implemented by local authorities are public awareness or travel awareness campaigns. This paper examines the findings of a research project which evaluated a travel awareness scheme in the context of an integrated transport policy. The research project monitored the attitudes, beliefs and intentions of a sample of the residents who had been targeted by the Maidstone Initiative for Sustainable Transport (MIST) implemented by Kent County Council and Maidstone Borough Council. The research project found some remarkably consistent attitudes about car and bus travel over a period of three years, It also found that whilst people seem to be aware of the impact of travel on the environment they do not consider the environmental impact with the same degree of importance as other attributes of travel. A further finding was a hidden desire to switch modes from the car. The paper will conclude by looking critically at the future for travel awareness campaigns.

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