Persuasive Communication Aimed at Public Transportation-oriented Residential Choice
A Taniguchi, H Ishida, University of Tsukuba; S Fujii, Kyoto University; T Azami, East Japan Railway Company, JP
We developed a measure to persuade people to voluntarily change their behavior of residential choice toward sustainable travel mode; more peoples in the target group had chosen their residential apartment near bus stop than those in control group.
Background & Objectives
Recently, it has been discussed that development of "compact city" where various types of urban facilities are highly densely would solve various types of traffic and environmental problems. Compact city would be formed if people choose their residential places in city center or near railway stations or bus stops where they do not have to use car. Therefore persuasive communication to induce people's residential choice in such places where car are not always necessary is a substantially-effective mobility management measure to solve various types of urban transportation problems through developing compact city. The objective of this project is to develop a persuasive communication program to induce public-transport-oriented residential choice (PTOR choice) through field experiment.
Implementation & Results
We implemented an experiment that targeted students in university of Tsukuba, Japan, who were about to change their flats. They were randomly assigned into four groups; the first group was a control group, the second group was provided with information brochure about flats that has been commonly used in Tsukuba city, the third group was provided with a brochure that is identical with one for the second group except for a point that information about level of bus service for every flat was added, and the fourth group was provided with a leaflet to motivate PTOR choice in addition to the brochure used for the third group. Residential places were investigated 5 month after the interventions, and we found that no difference of PTOR choice between the control and the second group but significant difference between the control and the third group, and the control and the forth group.
It was shown in the result that just information about level of bus service for every flat can induce PTOR choice, and the ratio of PTOR choice in the group with the information was twice as high as the control group. The persuasive message to induce PTOR choice was also found to contribute to increase PTOR choice. These results imply that simple intervention, that is, inclusion of information about level of bus service for every flat can effectively induce PTOR choice, that is necessary for development of compact city, and explicit persuasive message was also effective. In addition, target group?s frequency of bus uses from home or university was significantly high compared with control group. Since the cost of these interventions was limited, this can be easily implemented in any universities, any workplaces, and house agent offices. Since PTOR choice would lead less car use, this proposed communicative intervention could be regarded as substantially effective mobility management measure.
Association for European Transport