Abstract Title: “The effect of campaigns on behavioral change” – A Quantitative Investigation of Soft Measures Effect on The Choice of Transportation - Angelika Källström Reduction of the greenhouse gas emission caused from the transport section is one of the world’s biggest challenges. To reduce the greenhouse gas emission researchers has agreed that behavioral change that reduce car use is necessary. The purpose of this study is to examine the effects campaign has on attitude and behavior change after one year. In 2021 Luleå municipality held the campaign #engångföralla with purpose to raise awareness of the unnecessarily car travels and reduce private car use. To fulfil the aim empirical was collected by a quantitative survey targeting the participants. Because of the statistical loss the respondents only represent themselves. The study shows that the respondents after the campaign walks more and drive less. The respondents experience environmental and health factors to be the greatest motivators to walk instead of taking the car. There are overall few gender differences between the respondents, women have significant stronger beliefs that their own behaviour have a considerable impact on the climate change and drive less. The respondents believes that other participants are more likely to change their behaviour towards a sustainable mobility. In conclusion the study identifies that the campaign effects the respondent’s attitude and behaviour one year after its completion. However, the effect is limited and mostly affects those respondents who considered receptive to attitude and behaviour change. Campaigns such as #engångföralla may function as one of many tools on the path to a more sustainable transportation.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:umu-196925 |
| Date | January 2022 |
| Creators | Källström, Angelika |
| Publisher | Umeå universitet, Institutionen för geografi |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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