What keeps us driving? Exploring sociodemographic patterns and underlying motives of mode choice in cities

Despite existing policy interventions increasing the cost of car ownership and the attractiveness of alternative modes of transport, car use remains high in many cities. This research explores the application of methodologies traditionally used in consumer research to assess underlying factors influencing transport decisions, and perceptions of transport modes. Techniques of familiarisation and psychological projection were employed in an online survey. Findings show that motives for different mode choices vary significantly according to sociodemographic factors. Further, we found that most common motives for selecting a particular main mode were not necessarily the same motives that would most commonly influence others to switch to that particular mode. Lastly, we demonstrate that promotional measures based on increasing familiarisation are only effective for walking, cycling and carsharing. This research offers additional methodological approaches to the study of transport behaviour and provides further insights into individual mode choice, valuable for future car reduction initiatives.