# A Lifestyle-Based Perspective on the Mobility Choices and Preferences of Urban Travelers
## 6 Conclusions  
Lifestyle approaches can help us understand better the underlying factors that influence people's (non-)sustainable mobility choices. They serve as an effective tool for market segmentation and, as such, they could be used for tailored mobility policies, interventions and campaigns. Based on our findings, the following hypotheses are made for future policies and marketing strategies aimed at increasing the acceptance of public transport and micromobility options:  
* Doubts regarding the safety of the new driverless metro system should be dissolved through targeted campaigns that highlight the safety features and showcase successful operations from similar systems worldwide. For example, Eco-Conscious Social Adapters (cluster 1) and Socially Driven Digital Enthusiasts, who display the lowest trust in the driverless metro operation, could be targeted with the same message but delivered through different channels: (social) media could be used to reach out to Eco-Conscious Social Adapters (as they display high trust in products from the media and social media), which ambassador campaigns--featuring trusted individuals or influencers--could carry on the message to Socially Driven Digital Enthusiasts, who are strongly influenced by others' opinions. Similarly, Digitally Engaged Conventionalsists (cluster 2) could be incentivized to use bikes more often, i.e., by implementing gamified sustainability challenges (i.e., points/awards for kilometers biked) ([PERSON] and [PERSON], 2017). * Eco-Conscious Social Adapters (cluster 1) display high environmental consciousness and are likely to respond positively to practical, sustainable infrastructure. At the same time, Cautious Green Conservatives (cluster 3), despite being environmentally conscious, have a skepticism toward government-driven initiatives. Currently (and indicatively), the Municipality of Thessaloniki has only 12 km of dedicated bicycle lanes, and the majority of bike users are complaining about the poor infrastructure [29]. Expanding the bicycle network and addressing safety concerns can nudge people to the adoption of sustainable and active mobility. While a restructuring of the public bus network is currently underway to establish a multimodal public transport network where modes complement rather than compete with each other, a lot can still be accomplished for the improvement of the current bus operations. Improvement of the technological interface of public transport--such as providing real-time information on bus arrivals through apps and at stations, implementing smart ticketing, etc.--would be particularly valued by Digitally Engaged Conventionalists (cluster 2). At the same time, transparent and visible improvements in the reliability of the bus services and expansion plans that are clearly communicated to the general public could increase trust of public transport among Cautious Green Conservatives (cluster 3). Several studies indicate that improving public transport alone can only have a marginal effect on public transport use unless private transport is made more uncomfortable [52; 53; 54]. Motorization rates in Greece--and across Europe--continue to rise [55], and conflicts over public space become more substantial over time [29]. Incentives for reducing car use for work trips can be initiated by big employers in the area of Thessaloniki, which could slightly decrease car ownership in the medium term. These incentives can be provided in a \"push\" offer (i.e., reduction in free parking spaces at work) or \"pull\" offer (i.e., offering van-pooling services or the provision of a yearly public transport ride pass). Moreover, the parking near the metro stations in neighborhoods already facing significant parking problems, should be controlled (i.e., restricted for residents only). In this context, the creation of adequate park-and-ride spaces at the metro terminals should be secured.