Investigating heterogeneity in travel behaviour change when implementing soft transport interventions: A latent class choice model

Abstract

Attracting more travellers to shift towards green modes plays a significant role in sustainable transportation development. Soft transport interventions are important strategies for facilitating voluntary travel behaviour change. This study investigates the effects of two soft transport interventions, information intervention and public transport service improvement, on heterogeneous traveller groups’ behaviour change. Beijing, China was selected as the case study site. Firstly, three heterogenous traveller groups were identified based on latent class cluster analysis: Group A (20.4%, travel in low-frequency and prefer multimode), Group B (30.3%, travel in middle-frequency and prefer the car) and Group C (49.3%, travel in high frequency and prefer green modes). Then, latent class choice models under two transport interventions were established respectively. The findings indicate that information intervention decreases Group B's preference for car use and exclusion of bicycles. Little effect is observed on travel behaviour change of Group A and C. Public transport service improvement significantly reduces car use of Group B and C. This study demonstrates a limited influence of information intervention on travel behaviour change and public transport service improvement is effective in achieving car use reduction. The results provide decision makers with the information needed to target interventions for different traveller groups.