This thesis examined the impacts of Covid-19 disruption on commuter travel, and the role of persuasive messaging to promote environmentally sustainable travel. The examination of these issues is achieved through the study of organisational cases, including surveys and a longitudinal interview study.
The research found that at the cases selected for study, reduced commuter travel is the main behavioural impact resulting from Covid-19 disruption. In response to the Covid-19 control measures implemented, the organisations introduced progressive flexi-work policies with substantial home working for desk-based employees. The disruption accelerated trends towards increased flexi-work and established norms of home working which were accepted among employers and employees.
Organisations invested substantially in hybrid working with sustainable travel initiatives viewed as lower priority. Commute modes remained relatively unchanged, albeit with some reported increases in car commuting and reduced public transport. However, reluctance to use public transport was typically not a permanent change with evidence demonstrating a softening of attitudes and switch back to public transport over time.
Notions of flexibility, reliability, convenience, travel time and cost are important to commute mode choice (Barr and Prillwitz, 2014). This often results in a car commute, particularly for those with multi-stop commutes such as the school-run (Cass and Faulconbridge, 2016; Burkinshaw, 2018). However, the evidence shows that car parking restrictions can result in sustainable modes becoming viewed as the preferred option.
The study identified the importance of providing packages of measures to enable modal shift, including information provision and financial support. Persuasive messaging can be used as a tool to encourage behaviour change. Post Covid-19, messages promoting the health benefits of walking are perceived as the most persuasive. Cycling messages should be targeted to those with an existing interest in active modes (such as leisure cyclists), and bus messages should promote value for money.
