The use of social marketing in promoting cycling

Abstract

This chapter explores the use of social marketing to increase the use of the bicycle as a mode of everyday travel. The popularity and level of use of a particular transport mode will broadly result from two factors: the quality of experience of that mode and the clarity of understanding of these qualities by potential users. To be effective, we argue that programmes to promote cycling should adopt social marketing principles, and we define these. We discuss behaviour change theories and evidence from the literature on behaviour change in relation to cycling. Based on this, we provide an example of an approach that applied social marketing to cycling in Bristol. The final section provides a conclusion with recommendations for policy makers.

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