Title: Communicating environmentally sustainable transport : the role of soft measures.
Authors: Organisation for Economic Co-operation and Development
Publisher: OECD,
Year: 2004
Subjects: Sustainable development Congresses; Transportation Planning Environmental aspects Congresses.; Transportation and state Congresses.
Abstract: Progress towards Environmentally Sustainable Transport (EST) will require widespread acceptance of this need and a mix of measures designed to achieve the necessary changes to overcome these barriers.  Some of the measures will be hard measures, which include taxes, emission standards, speed limits, and other fiscal and regulatory instruments.  Others will be soft, such as the provision of information and the use of communication strategies and educational techniques.  The book examines the measures needed.
Contents: Overview -- Background -- Workshop objectives -- The issues paper -- Session 1: Opening session -- Session highlights -- Presentation by Reinhard Kaiser, Welcome and introduction -- Session 2: Present transport behaviour and what maintains it -- Session highlights -- Presentation by Herbert Kemming, Present transport behaviour and what maintains it. -- Presentation by Ellen Matthies, A social psychologist’s perspective on transport behaviour and the effectiveness of soft measures -- Presentation by Charles Vlek, Motorised transport as a commons dilemma: ‘hard’ and ‘soft’ strategies for a sustainable balance -- Session 3: Roles of soft measures in changing transport and other behaviour -- Session highlights -- Presentation by John Whitelegg, Roles of soft measures in changing transport and other behaviour -- Presentation by Tony Weggemans, The effectiveness of measures to change transport behaviour --^ Presentation by Hermann Knoflacher, Roles of measures in changing transport and other behaviour -- Session 4: How soft measures could be used to achieve EST -- Session highlights -- Presentation by René Diekstra and Martin Kroon, Cars and behaviour: psychological barriers to car restraint and sustainable urban transport -- Presentation by Peter Jones, Comments on the roles of soft measures in achieving EST -- Presentation by Jens Schade, Behaviour change in the field of transport: direct vs. indirect role of soft measures -- Presentation by Anders Berndtsson, Lars Palm, and Carl Odelberg, Higher fuel taxes or friendly persuasion how to influence the environmental thinking and behaviour of car drivers -- Session 5: Special focus on the media, advertising, and marketing -- Session highlights -- Presentation by Werner Brög, Present situation: between Scylla and Charybdis --^ -Presentation by Werner Brög, Erhard Erl, and Nicola Mense, Individualised marketing: changing travel behaviour for a better environment -- Presentation by Michael Houben, Changing the world with the media? -- Presentation by Claudia Schury, On children’s feet around the world -- Session 6: Developing advice for policymakers on the use of soft measures -- -Session highlights -- Presentation by David Banister, Developing advice for policy makers on the use of soft measures: some thoughts -- Presentation by Joerg Beckmann, Soft measures – or seducing Europe’s transport users -- Presentation by Werner Reh, Some considerations about the use of soft policy measures for EST from the point of view of a non governmental organisation -- Further points made during the workshop discussions -- Responses to questions posed in the Issues Paper -- Conclusions for policy-makers on the use of soft measures -- Appendix 1. Issues Paper: Soft Measures and Transport Behaviour -- Summary --^ Chapter 1. Definition of terms; scope and purpose of this paper -- Chapter 2. The EST visions and their importance -- Chapter 3. Key factors in the movement of people -- Chapter 4. Other factors in transport behaviour -- Chapter 5. Roles of advertising -- Chapter 6. Quick review of some research on the effectiveness of soft measures -- Chapter 7. Conclusions concerning the use of soft measures -- Chapter 8. A step beyond soft measures: environmental supports for desired transport behaviour -- Chapter 9. Draft workshop recommendations -- Appendix: Five approaches to explaining human behaviour -- End Notes -- Appendix 2. Workshop programme