Identifying target groups for environmentally sustainable transport: assessment of different segmentation approaches

Sonja Haustein, Marcel Hunecke

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    Abstract

    Recently, the use of attitude-based market segmentation to promote environmentally sustainable transport has significantly increased. The segmentation of the population into meaningful groups sharing similar attitudes and preferences provides valuable information about how green measures should be designed and promoted in order to attract different user groups. This review highlights advances in the
    understanding of mode choice from a psychological perspective, taking into account behavioural theories of car use and car-use reduction. In this contribution, attitudinal, sociodemographic, geographical and behavioural segmentations are compared regarding marketing criteria. Although none of the different approaches can claim absolute superiority, attitudinal approaches show advantages in providing startingpoints for interventions to reduce car use.
    Original languageEnglish
    JournalCurrent Opinion in Environmental Sustainability
    Volume5
    Issue number2
    Pages (from-to)197-204
    Number of pages8
    ISSN1877-3435
    DOIs
    Publication statusPublished - 2013

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