Complacent Car Addicts or Aspiring Environmentalists?

Identifying Travel Behaviour Segments Using Attitude Theory

Jillian Anable

Research output: Contribution to journalArticle

475 Citations (Scopus)
6 Downloads (Pure)

Abstract

Using an expanded version of a psychological theory of attitude-behaviour relations, namely the Theory of Planned Behaviour (TPB), scores on factor analysed multi-dimensional attitude statements were used to segment a population of day trip travellers into potential ‘mode switchers’ using cluster analysis.. Six distinct psychographic groups were extracted each with varying degrees of mode switching potential. Each group represents a unique combination of preferences, worldviews and attitudes, proving that different groups need to be serviced in different ways to optimise the chance of influencing mode choice behaviour. Socio-demographic factors had little bearing on the travel profiles of the segments, suggesting that attitudes largely cut across personal characteristics. The evidence clearly shows that the same behaviour can take place for different reasons and that the same attitudes can lead to different behaviours. This suggests that commonly used a-priori classifications used to segment populations based on demographic variables or simple behavioural measures may oversimplify the structure of the market. Cluster analysis is rarely used in studies of travel behaviour but this study demonstrates its utility in providing a way of extracting naturally occurring, relatively homogenous and meaningful groups to be used in designing targeted hard and ‘soft’ transport policies.
Original languageEnglish
Pages (from-to)65-78
Number of pages14
JournalTransport Policy
Volume12
Issue number1
DOIs
Publication statusPublished - Jan 2005

Fingerprint

travel behavior
Cluster analysis
addiction
automobile
Railroad cars
Bearings (structural)
cluster analysis
Group
psychological theory
demographic factors
worldview
travel
market
evidence

Keywords

  • mode choice
  • market segmentation
  • cluster analysis
  • attitudes
  • theory of planned behaviour

Cite this

Complacent Car Addicts or Aspiring Environmentalists? Identifying Travel Behaviour Segments Using Attitude Theory. / Anable, Jillian.

In: Transport Policy, Vol. 12, No. 1, 01.2005, p. 65-78.

Research output: Contribution to journalArticle

@article{63cfd5457d7f475c87beaed54fafa7aa,
title = "Complacent Car Addicts or Aspiring Environmentalists?: Identifying Travel Behaviour Segments Using Attitude Theory",
abstract = "Using an expanded version of a psychological theory of attitude-behaviour relations, namely the Theory of Planned Behaviour (TPB), scores on factor analysed multi-dimensional attitude statements were used to segment a population of day trip travellers into potential ‘mode switchers’ using cluster analysis.. Six distinct psychographic groups were extracted each with varying degrees of mode switching potential. Each group represents a unique combination of preferences, worldviews and attitudes, proving that different groups need to be serviced in different ways to optimise the chance of influencing mode choice behaviour. Socio-demographic factors had little bearing on the travel profiles of the segments, suggesting that attitudes largely cut across personal characteristics. The evidence clearly shows that the same behaviour can take place for different reasons and that the same attitudes can lead to different behaviours. This suggests that commonly used a-priori classifications used to segment populations based on demographic variables or simple behavioural measures may oversimplify the structure of the market. Cluster analysis is rarely used in studies of travel behaviour but this study demonstrates its utility in providing a way of extracting naturally occurring, relatively homogenous and meaningful groups to be used in designing targeted hard and ‘soft’ transport policies.",
keywords = "mode choice, market segmentation, cluster analysis, attitudes, theory of planned behaviour",
author = "Jillian Anable",
year = "2005",
month = "1",
doi = "10.1016/j.tranpol.2004.11.004",
language = "English",
volume = "12",
pages = "65--78",
journal = "Transport Policy",
issn = "0967-070X",
publisher = "Elsevier Limited",
number = "1",

}

TY - JOUR

T1 - Complacent Car Addicts or Aspiring Environmentalists?

T2 - Identifying Travel Behaviour Segments Using Attitude Theory

AU - Anable, Jillian

PY - 2005/1

Y1 - 2005/1

N2 - Using an expanded version of a psychological theory of attitude-behaviour relations, namely the Theory of Planned Behaviour (TPB), scores on factor analysed multi-dimensional attitude statements were used to segment a population of day trip travellers into potential ‘mode switchers’ using cluster analysis.. Six distinct psychographic groups were extracted each with varying degrees of mode switching potential. Each group represents a unique combination of preferences, worldviews and attitudes, proving that different groups need to be serviced in different ways to optimise the chance of influencing mode choice behaviour. Socio-demographic factors had little bearing on the travel profiles of the segments, suggesting that attitudes largely cut across personal characteristics. The evidence clearly shows that the same behaviour can take place for different reasons and that the same attitudes can lead to different behaviours. This suggests that commonly used a-priori classifications used to segment populations based on demographic variables or simple behavioural measures may oversimplify the structure of the market. Cluster analysis is rarely used in studies of travel behaviour but this study demonstrates its utility in providing a way of extracting naturally occurring, relatively homogenous and meaningful groups to be used in designing targeted hard and ‘soft’ transport policies.

AB - Using an expanded version of a psychological theory of attitude-behaviour relations, namely the Theory of Planned Behaviour (TPB), scores on factor analysed multi-dimensional attitude statements were used to segment a population of day trip travellers into potential ‘mode switchers’ using cluster analysis.. Six distinct psychographic groups were extracted each with varying degrees of mode switching potential. Each group represents a unique combination of preferences, worldviews and attitudes, proving that different groups need to be serviced in different ways to optimise the chance of influencing mode choice behaviour. Socio-demographic factors had little bearing on the travel profiles of the segments, suggesting that attitudes largely cut across personal characteristics. The evidence clearly shows that the same behaviour can take place for different reasons and that the same attitudes can lead to different behaviours. This suggests that commonly used a-priori classifications used to segment populations based on demographic variables or simple behavioural measures may oversimplify the structure of the market. Cluster analysis is rarely used in studies of travel behaviour but this study demonstrates its utility in providing a way of extracting naturally occurring, relatively homogenous and meaningful groups to be used in designing targeted hard and ‘soft’ transport policies.

KW - mode choice

KW - market segmentation

KW - cluster analysis

KW - attitudes

KW - theory of planned behaviour

U2 - 10.1016/j.tranpol.2004.11.004

DO - 10.1016/j.tranpol.2004.11.004

M3 - Article

VL - 12

SP - 65

EP - 78

JO - Transport Policy

JF - Transport Policy

SN - 0967-070X

IS - 1

ER -