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The effect of marketing messages on the motivation to reduce private car use in different segments

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  • Andersson, Alfred
  • Winslott Hiselius, Lena
  • Adell, Emeli

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.

Suggested Citation

  • Andersson, Alfred & Winslott Hiselius, Lena & Adell, Emeli, 2020. "The effect of marketing messages on the motivation to reduce private car use in different segments," Transport Policy, Elsevier, vol. 90(C), pages 22-30.
    • Handle: RePEc:eee:trapol:v:90:y:2020:i:c:p:22-30
    DOI: 10.1016/j.tranpol.2020.02.006
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