Effects of a Travel Behaviour Change Program on Sustainable Travel

The main objective of the present study is to analyse the effect of a Travel Behaviour Change Program (TBCP) based on health improvement actions, in relation to a potential for an increase in walking and cycling, with reference to particular groups of people defined according to sociodemographics. A TBCP consisting of three persuasion actions based on health improvements was planned and executed in Valencia (Spain). A two-wave panel survey was used to study the effects of taking part in the TBCP. The panel survey collected data related to activity-travel scheduling process before and after the execution of the TBCP. To study the influence of participating in the TBCP, respondents were separated into two groups: those directly implicated in the TBCP and those who were not involved in any action (CG), which were formed on the basis of sociodemographic similarity. We developed descriptive and explanatory analyses and predictive models, to study the effect of the TBCP with reference to particular groups of people defined according to sociodemographics. Results indicate that being involved in the TBCP affects more males than females, those who share their household and do not live with their parents during weekdays, those with lower car availability, those willing to reduce car use and students. Several implications for research and transport policy are derived from these results.