Developing Encouragement Strategies For Active Mobility

Promoting active mobility, i.e. walking and cycling, does not only require providing the adequate infrastructure. It is necessary to identify efficient ways to inform people and to arouse interest to actually change mobility behaviour. The challenge is to identify homogeneous (target) groups of shared mobility-related information needs and to extract appropriate group-related arguments. To develop encouragement strategies for different social groups, a milieu-based segmentation approach is applied in this paper in order to identify homogeneous groups of shared mobility-related information needs and to extract appropriate group-related arguments to promote active mobility.