Focus on Mobility Behaviour

These are factors that describe the physical, economic and social context of the persona’s, that are determining mobility choices. We selected the following:

• Family size
  We think that family size has an influence on the possibilities to change behaviour. Change in the mobility patterns of a large and complex family (e.g. extended with step and plus children, resident (grand)parents etc.) seem harder to change, than single person families.
• Physical (dis)ability of the persona and of family members
  This is so self evident, that one would easily forget to specify this. This is not only about motoric or visual impairment, but also on the fittness to ride a bycicle.
• Occupation
  Is a person employed, working night shifts, or maybe studying in evening classes…? 
• Financial capabilities and pricing of transport options
  Are mobility alternatives in line with the financial capabilities of the persona? 

We did not select age and gender, since these characteristics seem to have diffuse consequences on mobility behaviour such as feeling of safety, car ownership, and physical ability, which are covered naming these specifically.

For most of the pilots in the project, the terrain is fairly well known. However, we could target personas in different degrees of urbanisation or focus on the availability of infrastructure.

• Distance to destinations 
  Time needed to travel to shops, work, school, leisure or health services… 
• Infrastructure
  Are safe walking and cycling routes available? 
• Living environment
  Is the terrain hilly? How often does it rain?
• Availability of mobility services
  Is a shared car or a bus stop available within walking distance? Also, does the persona have access to a company car?

In the context of personas, this could be seen as the mobility patterns or habits. It is necessary to define: 

• Frequency (daily, weekly...).
• Modes (car, bike...).
• Destinations (family visit, school, hospital...).
• Traveling alone or together with others (or with a pet).
• Luggage (do they only transport themselves or do carry stuff with them? Or is moving stuff the purpose of the trip?)

For instance, we could define a persona who makes weekly trips by car to the local market, together with a neighbour.

• Experiences
  Is the persona used to ride a bicycle, or a car? Is he or she fed up with delays in public transport, because of bad experiences? 
• Lifestyle
  Is the persona very keen on clothes, hair style and make-up or does he or she prefer a sportive lifestyle? Is the persona someone who is well organised and structured or someone who mostly acts on a whim?
• Habits
  Does the persona have a very fixed schedule? Does he or she always drive?
• Perceptions
  How does the persona perceive climate issues, congestion, public safety issues…? Is a car important as a status symbol?
• Education and skills
  This includes the capabilities to understand timetables (requires language and reading skills) and to organise accordingly, to make use of mobile or internet applications, but also understanding reduced fares for specific target groups… Does the persona have a driver’s license? Is the persona familiar with the networks of bike infrastructure or public transport?

The interventions that we design, depend particularly on our financial and technical capabilities, on the scope of the project and on the interventions that are already in place.

To design behavioural change interventions, we rely on a conceptual framework, known as the behavioural change wheel. At the centre, one finds capability, opportunity, and motivation. These components interact to generate behaviour, which in turn influences these three components. In the next paragraphs we clarify what we understand by the sources of behaviour.

Figure 2: The Behaviour Change Wheel (Michie, van Stralen, and West 2011)

• In a mobility context, the opportunity to make use of sustainable modes depends in a large part on the availability of mobility services at certain locations at a given time, the quality and reliability of these services, and on the degree to which this availability meets the needs for mobility. 
• In addition, opportunity in this context depends on the availability of accessible transportinfrastructure for safe cycling, walking, railtracks, roads, well-lit streets, and secure (bike) parking facilities. Also, the seamless integration of different modes of transportation would improve the attractiveness greatly. All of this determines in a large part traffic safety, transport network congestion (also for walking and cycling), and the travel experience.
• Opportunity for sustainable modes also stems from geography. The pilot area is mostly flat, but with many water bodies, rail tracks and motorway which could be barriers. 
• Opportunity also comes with the weather that is suitable for walking and cycling. There are limited periods over the course of a year when walking or cycling becomes highly unpleasant due to the weather.

Sustainable mobility behaviour requires several key capabilities. 

• First, individuals need skills such as the ability to ride a bicycle or drive a car. 
• Functional literacy is essential for understanding how mobility services work and navigating transportation options. 
• Digital literacy is also important, as many mobility providers use apps and websites for planning, booking, and payment. 
• Financial capabilities play a role in ensuring that individuals can afford these services. 
• Finally, personal health and well-being are crucial, as they determine a person's ability to access public transport or use shared mobility options like bikes. 

Several factors can influence motivation for adopting sustainable mobility behaviour. 

• Environmental awareness can lead individuals to choose more environmentally-friendly transportation options, in line with their beliefs.
• Cost savings provide another incentive, as alternative mobility solutions can be more affordable than car ownership. 
• Reduced stress from not having to drive, as well as the physical health benefits of active transportation, can make mobility alternatives attractive.
• Interest in technological advancements, social norms, and peer behaviour also play a role in shaping mobility choices. 
• Lastly, a lifestyle centred on sustainability and minimalism, valuing experiences over possessions, can lead individuals to embrace more eco-friendly and flexible transportation options.

Depending on the persona’s, behavioural change interventions can be defined. These are some general examples of interventions that could be used to intervene on behaviour, and the sources of behaviour that this works on.