Hinkeldein D.,TU Dresden |
Hinkeldein D.,TU Berlin |
Hinkeldein D.,Innovation Center for Mobility and Societal Change InnoZ |
Schoenduwe R.,Innovation Center for Mobility and Societal Change InnoZ |
And 4 more authors.
Transport and Sustainability | Year: 2015
Purpose: New mobility services, referred to here as car sharing services with electric vehicles fuelled by renewable energies, could serve as an essential part of energy and climate strategies to lessen the impact of transport. However operating a car sharing scheme with electric vehicles is more expensive and offers users less autonomy than car sharing powered by internal combustion engines. Thus municipalities and operators need to answer one critical question: how to identify and address target groups to make the scheme successful? Methodology: We focus on user requirements and attitudes towards services that integrate electric vehicles and public transport. Firstly we argue, based on an extensive literature analysis, that attitude-based market segmentation is crucial for a successful implementation of integrated e-mobility services. In the literature review we compare 23 empirical studies that employ a segmentation approach concerning their content and methodologies. Secondly, we address this need by presenting a methodology to derive attitude-based mobility typologies developed during a two-year field trial of an e-car sharing service in Berlin (Germany). Findings: We share results from a representative market segmentation survey in Berlin, Frankfurt, Hamburg and Munich (n = 2,400). Among the six clusters, six attitude-based mobility typologies, we separated three groups specifically inclined to use mobility services: ‘the innovative technology-loving multioptionals’ (20% of the sample), ‘flexible carlovers’ (21%) and ‘the ecological bicycle and Public Transit-lovers’ (17%). Social implications: Attitude-based approaches like the one used in this study could support the development of integrated mobility services by adding the view of a specific target group. A range of approaches exist which use different kinds of item batteries to measure mobility related attitudes with the aim to develop target group specific services. Originality/value: This study will provide essential information for the development of policies and interventions in support of new mobility services. © 2015 by Emerald Group Publishing Limited All rights of reproduction in any form reserved.
Kandt J.,The London School of Economics and Political Science |
Kandt J.,University College London |
Rode P.,The London School of Economics and Political Science |
Hoffmann C.,Innovation Center for Mobility and Societal Change InnoZ |
And 2 more authors.
Transportation Research Part A: Policy and Practice | Year: 2015
So-called 'soft' policy instruments that respond to the psychological aspects of travel are regularly acknowledged as necessary complements to 'hard' infrastructure investments to effectively promote sustainable travel in cities. While studies investigating subjective orientations among travellers have proliferated, open questions remain including the role of recent technological advances, the expansion of alternative mobility services, locally specific mobility cultures and residential selection. This paper presents the methods, results and policy implications of a comparative study aiming to understand mobility attitudes and behaviours in the wider metropolitan regions of Berlin and London. We specifically considered information and communication technology (ICT), new types of mobility services such as car sharing, electric cars and residential preferences. In each region, we identified six comparable segments with distinct attitudinal profiles, socio-demographic properties and behavioural patterns. Geocoding of the home address of respondents further revealed varying contextual opportunities and constraints that are likely to influence travel attitudes. We find that there is significant potential for uptake of sustainable travel practices in both metropolitan regions, if policy interventions are designed and targeted in accordance with group-specific needs and preferences and respond to local conditions of mobility culture. We identify such interventions for each segment and region and conclude that comparative assessment of attitudinal, alongside geographical, characteristics of metropolitan travellers can provide better strategic input for realistic scenario-building and ex-ante assessment of sustainable transport policy. © 2015 Elsevier Ltd.