1 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University2 Marketing and Sustainability, Aarhus School of Business, Aarhus BSS, Aarhus University3 Department of Management, Aarhus BSS, Aarhus University4 Department of Management, Aarhus BSS, Aarhus University
The importance of timing for breaking commuters' car driving habits
A study testing an innovative way to facilitate consumers' adoption of a socially responsible transport solution is reported. A large sample of Copenhagen car drivers were randomly assigned to either receive a free month travel card for public transportation or serve as a control group. It was predicted that the free travel card would neutralize the negative effect of car driving habits and make the use of public transportation more consistent with the traveller's conscious intentions, which was confirmed. The behavioural effects of the free travel card appeared only among individuals who had recently relocated residence or workplace prior to the intervention. This suggests that timing is essential when designing interventions to promote alternatives to car driving.
Bilister; Offentlig transport; Pendlere; Social ansvarlighed; Car drivers; Public transportation; Commuters; Social responsibility
Main Research Area:
The sixth Consumer Citizen Network (CCN) International conference, 2009