From Car to Bike: Marketing and Dialogue as a Driver of Change

Abstract

The Paris Climate Agreement has sent a key message to the international community regarding the need to increase efforts to move towards a low-carbon economy and help slow climate change, while underpinning global long-term economic growth and sustainable development. COP 21 recognizes the social, economic and environmental value of voluntary mitigation actions and their co-benefits for adaptation, health and sustainable development. In this framework, the PTP Cycle project, running from 2013 to 2016 and funded by the European Commission through the Intelligent Energy Europe program, introduces a non-market approach through voluntary participation in the adoption of sustainable transport modes such as cycling, based on marketing to potential customers through Personalized Travel Plans. The medium-sized city of Burgos (Spain) and the cities of Ljubljana, Riga, Antwerp and London (boroughs of Haringey and Greenwich) developed a new policy instrument (Personalized Travel Plans) in order to increase bike patronage. Beyond potential savings of CO2, the results show that PTP as a form of Active Mobility Consultancy is a suitable instrument to influence modal shift to public transport, walking and cycling, and to address the challenges of climate change, while fostering sustainable transportation by changing mobility behaviour. These results, matching with the state-of-the-art of studies and pilot applications in other countries, allows deriving differentiated results for medium-size and large urban areas.