Developing programs for sustainable transportation through community-based social marketing

Wadhwa, Lal C. (2008) Developing programs for sustainable transportation through community-based social marketing. In: Proceedings of the International Conference on Transportation Planning and Implementation Methodologies for Technology. From: TPMDC 2014: International Conference on Transportation Planning and Implementation Methodologies for Technology , 3-6 December 2008, Mumbai, India.

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Abstract

Urban transportation has a massive carbon footprint. The link between climate change and transportation is a major area of global concern and research. Campaigns and programs aimed at transportation sustainability during the last few decades have not resulted in desirable behavioural changes. Our current transportation systems are still unsustainable.

Researchers and policy planners are turning to social psychology to bring about behavioural change. Psychology has much to contribute to the design of programs to foster sustainable behaviour since the basis of sustainability is behavioural change. Community-Based Social Marketing (CBSM) is a psychology-based technique that is being used to develop sustainable transportation campaigns. The four-step technique involves identifying the behaviour to be addressed and the barriers to this behaviour, constructing a program to overcome these barriers using psychological knowledge regarding behavioural change, piloting the strategy before implementing the program across the community and evaluating the effectiveness of the program. Several CBSM-based programs have been developed and tested in local communities in Australia and North America in recent times. This paper critically reviews the global initiatives regarding the application of CBSM with a view to reducing the carbon footprint of urban transportation from these campaigns and initiatives. Transport is one of the hardest things to change people's behaviour around!

Item ID: 7639
Item Type: Conference Item (Research - E1)
Keywords: sustainable transportation; social marketing; community programs; behavioural change; carbon footprint; social psychology
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Date Deposited: 08 Oct 2014 01:24
FoR Codes: 09 ENGINEERING > 0905 Civil Engineering > 090507 Transport Engineering @ 50%
15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150599 Marketing not elsewhere classified @ 50%
SEO Codes: 88 TRANSPORT > 8801 Ground Transport > 880106 Road Infrastructure and Networks @ 60%
88 TRANSPORT > 8898 Environmentally Sustainable Transport > 889899 Environmentally Sustainable Transport not elsewhere classified @ 40%
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