HELPING DRIVERS OUT OF THEIR CARS: INTEGRATING TRANSPORT POLICY AND SOCIAL PSYCHOLOGY FOR SUSTAINABLE CHANGE

Which motorists are ready to reduce their car use and how should they be helped to change? Results are reported from a postal questionnaire survey study of English car drivers (N=791). One third (33%) of car drivers indicated they would like to reduce their car use 'over the next 12 months', but only 7% thought they were likely to. One third (34%) of car drivers would like to use public transport (PT) more, but only 5% thought they were likely to. While over one third anticipated changes in their transport mode usage, and 1 in 5 (19%) would like to both decrease car use and increase PT use, only 3% thought this combination likely. Effectiveness ratings of pull and push policy measures showed motorists would rather be pulled than pushed from their cars; that the old, the poor and urban dwellers would be more susceptible to push measures; and that those residing out-of-town, driving medium and large cars, driving high annual mileage and required to drive as part of their work are less likely to be persuaded to reduce their car use by either type of measure. Other social psychological research suggests that sustainable changes by individuals that can be integrated into individual patterns of life will be more readily achieved by facilitation and support than by coercion.