Segmentation is increasingly recognised as an important tool in delivery of travel behaviour change away from car use. In simple terms, some individuals and groups are more amenable to travel behaviour change than others. Approaches to segmentation have been developed in transport planning from the 1970s. 1 Behaviour change has also been a major focus of health psychology and health promotion and segmentation has been applied through various models such as the Stages of Change model (Pre-contemplation; Contemplation; Preparation; Action; Maintenance). 2
An influential recent paper on segmentation by Anable3 identified six distinct psychographic groups, each with varying degrees of mode switching potential. Each group represents a unique combination of preferences, worldviews and attitudes, indicating that different groups need to be serviced in different ways to optimise the chance of influencing mode choice behaviour.
| Group | Mode switching potential |
|---|---|
| Malcontented Motorists | High moral responsibility to reduce car use |
| Complacent car addicts | Do not see many problems with car use, nor point of reducing it |
| Die hard drivers | Lowest desire to reduce car use, highest psychological car dependency |
| Aspiring environmentalists | Feel the most responsible for environmental problems; don’t enjoy car use |
| Car-less crusaders | Similar to above, although have more romantic view of nature |
| Reluctant riders | Not particularly motivated by environmental issues |
Malcontented motorists who currently exhibit high car use also demonstrate a relatively high intention to change. Anable concluded:
Hence, the segmentation approach illustrates that policy interventions need to be responsive to the different motivations and constraints of various groups (nb strong crossovers with Social Marketing).
A hard copy of this week’s paper will be on my desk for those wanting more details.
1 Heggie, I., 1977 Putting Behavior into Behavioral Models of Travel Choice, Transport Studies Unit Oxford University, TSU ref: 061.
2 Prochaska, J., Marcus, B. 1994 The transtheoretical model: Applications to exercise, in Dishman, R. (ed) Advances in exercise adherence, Champaign.
3 Anable, J. 2008 ‘Complacent Car Addicts’ or ‘Aspiring Environmentalists’? Identifying travel behaviour segments using attitude theory, Transport Policy, 12: 65-78.
2: Segmentation in behaviour change Download pdf PDF approximately 53.99 K
Leaders across the West have welcomed greater investment through today’s Spending Review, with a record three-quarters of a billion pounds of transport funding confirmed for the West. That means better buses, more trains, and mass transit – with trams and much more on the table. The Treasury has also today confirmed plans to improve rail links between Bristol and Cardiff.
The second phase of a project - to reduce congestion, improve the reliability of buses, and promote active travel along a major transport route in Bristol - will get underway from Monday 16 June 2025.
That’s summer sorted. Children and young people under the age of 16 are set to be able to travel for free on buses across our region during the school holidays, thanks to new investment proposed by the West of England Mayoral Combined Authority.
Bristol’s first electrified bus depot was opened on 3 June 2025 by a government minister and the West of England’s new mayor.
Leaders across the region have today welcomed more than three-quarters of a billion pounds set to be invested in transport projects in the West. The Chancellor has announced plans to more than double investment in local transport in England’s city regions, committing to “investment in all parts of the country, not just a few.”
