A community based social identity approach for pro-environmental and safe travel mode choices By Inge Ernald Simonsen, NORWAY

1. ‹#›
A community based social identity approach for pro-environmental
and safe travel mode choices
Inge-Ernald Simonsen, Trond Nordfjærn & Torbjørn Rundmo
Norwegian University of Science and Technology (NTNU), Trondheim, Norway
Objectives
• Examine travel mode choices in urban areas in Norway
• Describe a community based intervention for enhancing the use of safe and pro-
environmental travel mode choices

2. Personal
Values:
New
Environmental
Paradigm
Awareness of
Consequences
Ascription of
Responsibility
Personal
Norms
-Hedonic
-Egoistic
-Altruistic
-Biospheric
Schematic model of variables in the Value-Belief-Norm theory

3. Predictors of personal norms
Results
Behaviour:
Choice of
travel mode
R2 = .58
e4 = .42

4. Reflecting Representing Realizing
Discover what
social identities
matter to people
Ensure that
interventions embody
group norms
Enhance new
travel mode behavior
in accordance with
social identities
Social Identity Management process