Using Milieu-Based Communication Strategies For Changing Mobility Behaviour Towards Low Energy Modes

Karin Markvica (Vortragende:r), Nadine Haufe, Alexandra Millonig

Publikation: Beitrag in Buch oder TagungsbandVortrag mit Beitrag in TagungsbandBegutachtung


Despite diverse efforts of policy and optimisation of individual technologies, the achieved reduction of greenhouse gas emissions is very limited, even in Austria [1]. By now, it is obvious that technological solutions alone cannot meet the objectives of environmental and climate protection [2] that are agreed upon in the Europe 2020 targets [3]. In addition to technological and regional framework, it is especially user behaviour that affects the climate change and energy efficiency significantly. Promoting sustainable mobility, especially active mobility to people, is of paramount importance when it comes to tackling societal challenges such as quality of life issues and increasing sustainability in general. However, attitudes, behaviour patterns and information needs in target groups are very heterogeneous. The same holds for the perceived barriers of people against active mobility forms [4]. Identifying these differences is important for developing communication strategies for changing mobility behaviour towards low energy modes. The study described in this contribution investigates and categorises diverse patterns of mobility-related behaviour and attitudes of users of mobility-related information, in order to set the basis for developing user-oriented information services and measures for promoting active forms of mobility. A combination of quantitative and qualitative methods was applied in form of a multi-level approach in order to identify target groups showing homogeneous mobility behaviour patterns and require the same content of mobility-related information. The methodology is based on a milieu related market segmentation approach (Sinus Milieus) based on social class, fundamental values and everyday attitudes. The initial step included desk research on classifications for mobility target groups as well as the systematic categorisation of mobility-related information categories. Based on the findings, qualitative data collection and analysis (11 focus groups; n=88) in relation to the Sinus Milieu approach [5] were performed to identify hypothetical types of attitudes and information requirements. To verify the insights and quantify the typology, quantitative data collection and analysis (online and telephone survey; n=1,000 individuals representative for the Austrian population over 14 years) took place. The analysis of the qualitative and the quantitative data originated in six information types: 1) Spontaneous - On the Go, 2) Highly Informed Sustainability, 3) Efficiency-oriented Information Pickers, 4) Interested Conservatives, 5) Low Demand, 6) Digital Illiterates. Based on the results of the empirical analysis, tailor-made concepts for specifically addressing each target group can be developed for each of the identified information types in consideration of the willingness to change modes, their personal preferences, values and needs. For example, the `Spontaneous - On the Go´ type is very receptive for creative, gamified apps giving information on car-sharing while the `Interested Conservatives´ hardly uses apps and has only limited interest in sharing concepts. These persons would appreciate information on cycling infrastructure via more traditional communication channels instead. This information provides a solid basis for the implementation of measures promoting the usage of low energy modes and further initiating behaviour change in order to reduce greenhouse gas emissions and reach the goals of environmental and climate protection.
Titel4th European Conference on Behaviour and Energy Efficiency (Behave 2016)
PublikationsstatusVeröffentlicht - 2016
VeranstaltungBEHAVE 2016, 4th European Conference on Behaviour and Energy Efficiency -
Dauer: 8 Sept. 20169 Sept. 2016


KonferenzBEHAVE 2016, 4th European Conference on Behaviour and Energy Efficiency

Research Field

  • Ehemaliges Research Field - Mobility Systems


  • mobility behaviour
  • social milieus
  • low energy modes
  • persuasion


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