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Agora “Verkehrswende” – Impulses for communication campaigns on Behaviour Change

In addition to rational arguments, the transport transition also requires emotionality, enthusiasm and conviction. A workshop and an impulse paper shed light on behavior change and offer practical examples of sustainable behavior.

In order to be successful the traffic transition requires not only rational arguments but also emotionality, enthusiasm and conviction. The complex messages of the traffic transition (e.g. multimodality, ecobalances) are difficult to convey to the public. In addition, sustainable changes in consumer behaviour are often inhibited by conflicting wishes and preferences. So far, scientific findings on communication and on possibilities of impacting behavioural changes have not been sufficiently implemented. Against this background, an interdisciplinary workshop as part of the consultancy project was held, which documented the current state of the art in science and practice on the subject of behavioural change and which also identified questions still unanswered. Subsequently, an impulse paper was produced which with the help of practical examples summarizes successful concepts to achieve behavioural changes. The paper will be presented to the public at an Agora traffic turn event in March 2019 in Berlin.

Client

Agora Verkehrswende

Publication

Götz, Konrad/Georg Sunderer (2019): Neue Wege in die Verkehrswende. Impulse für Kommunikationskampagnen zum Behaviour Change. Berlin: Agora Verkehrswende

Götz, Konrad/Georg Sunderer (2019): New Roads to Sustainable Travel.Communication Strategies for Behaviour Change. Berlin: Agora Verkehrswende

Contact:

Dr. Konrad Götz

Associate Research Scientist Go to Profile
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Project Infos

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https://www.agora-verkehrswende.de/projekte/kommunikation-fuer-behaviour-change/

Mobility

Mobility —

How can mobility be made sustainable? Why is the transition to sustainable mobility not making significant progress? How can conflicts and obstacles be overcome on the path to a post-fossil mobility culture?

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