How to effectively promote sustainable mobility in social housing areas – results of an evaluation study in the Frankfurt Rhine-Main region
Last modified: 2024-05-06
Abstract
Finding ways of promoting sustainable mobility is one of the main goals of traffic planning and an important issue in the course of climate change mitigation. Since common efficiency strategies will apparently not be sufficient to reach current climate goals, the focus of traffic planning lays on strategies to foster the change of mode choice towards sustainable means of transport. The latter requires firstly measures to enhance the quality of sustainable transport modes. But besides that, demand-oriented strategies, defined as Mobility Management, play a decisive role in order to effectively trigger the actual behavioural change. The key challenge hereby is to reach the majority of the population, even those groups not automatically oriented towards Sustainability.
Accordingly, this paper focuses on means to promote the acceptance and use of new mobility services in social housing areas in the Frankfurt Rhine-Main region in Germany. The core of the underlying project is a two-wave CATI-survey study, which was utilized firstly to conceive a target group specific communication campaign to promote new mobility services (e-cargo bike-sharing, e-car-sharing, charging poles and bike-boxes) and secondly to evaluate its impact. The survey collected, besides socio economic aspects, information on respondents´ possession and use of means of transport as well as their attitudes and preferences to the new installed mobility services, and the integration of these services into their daily routines.
Other than assumed, the private car does not dominate mode choice and status perceptions of the target group. Moreover, the resident’s attitudes indicate that overall there is a significant potential for the analysed types of alternative means of transport among the target group. However, the evaluation of the effect of the communication campaign also indicates that communicative measures to promote sustainable mobility should go beyond purely informational measures in order to be able to stimulate rapid changes in behaviour.
Accordingly, this paper focuses on means to promote the acceptance and use of new mobility services in social housing areas in the Frankfurt Rhine-Main region in Germany. The core of the underlying project is a two-wave CATI-survey study, which was utilized firstly to conceive a target group specific communication campaign to promote new mobility services (e-cargo bike-sharing, e-car-sharing, charging poles and bike-boxes) and secondly to evaluate its impact. The survey collected, besides socio economic aspects, information on respondents´ possession and use of means of transport as well as their attitudes and preferences to the new installed mobility services, and the integration of these services into their daily routines.
Other than assumed, the private car does not dominate mode choice and status perceptions of the target group. Moreover, the resident’s attitudes indicate that overall there is a significant potential for the analysed types of alternative means of transport among the target group. However, the evaluation of the effect of the communication campaign also indicates that communicative measures to promote sustainable mobility should go beyond purely informational measures in order to be able to stimulate rapid changes in behaviour.
Keywords
Sustainable Transport Modes; Mobility Management; Social Housing; Low-Income Households; Behavioral Change; CATI-Survey
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