Abstract This study explores marketing messages promoting sustainable transport and reported motivation to reduce private car use within different segments. A stated preference survey targeting a sample of 1300 residents in Sweden was conducted, and exploratory factor analysis was used to identify underlying dimensions of a set of 19 marketing messages. Self-efficacy and collective efficacy were defined as latent factors, and the latter was found to be a better motivator for all segments. For the most car-advocating segment, however, the factors (both self- and collective efficacy) was unsuccessful in inducing any reported motivation to reduce private car use. Assimilation bias seems to influence the respondent's interpretation of marketing messages.
Highlights Marketing messages effect on motivation to reduce driving was explored. Self- and collective efficacy were identified as latent factors in the messages. Higher motivation to reduce private car use was reported for collective efficacy. The interpretation of messages seems to be influenced in part by assimilation bias. The most car-dependent segment reported no motivation for any messages.
The effect of marketing messages on the motivation to reduce private car use in different segments
Transport Policy ; 90 ; 22-30
2020-02-13
9 pages
Aufsatz (Zeitschrift)
Elektronische Ressource
Englisch
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