1. Maartje van der Aa & Johan Camp ECOMM 2017, Maastricht
Structural behavioural effects of our public transport stimulation project
Maartje van der Aa & Johan Camp
ECOMM 2017, Maastricht

2. Construction works A2 Maastricht reconstruction 2012-2016
Maas crossing (Noorderbrug)
Bicycle shed
Maastricht Train station

3. Maastricht Bereikbaar
Maastricht Bereikbaar (Maastricht Accessible) has multiple goals and ambitions;
Keeping Maastricht and the surrounding area permanently accessible
Compensate for an autonomous growth of car usage
Stimulate sustainable changes in behaviour for commuters and visitors
Maastricht Bereikbaar offers multiple
products and services to help people
travel smart and work smart.

4. Discover public transport
Commuters can try out public transport for 4 weeks as an alternative to commuting by car.
Follow-up offer for an extra 4 weeks travelling by public transport for free.
Based on three insights:
Behavioural change takes time;
Change can only be accomplished if the offer is reversible, easy and comfortable;
One appreciates public transport better when you’ve tried it a few times.
Information
Free trial of 4 weeks
Follow-up offer
Subscription advice

5. 8 Incooperate ambassadors 5 Assist structural behavioural change
7 Cooperation with partners
6 Choose right moment
4 Tailer made follow up offer
3 Free trial offer
10 monitoring
and evaluation
1 Determine target audience
2 Connecting to target audience
9 Continuous
support
Legenda
 Steps taken with the participant
 Conditions for success

6. Participants
Total:
960 starters
425 follow-up offer

7. Our research
Is structural behavioural change possible with the project ‘Discover public transport’?
Hypothesis 1: Try-out offers have a sustainable effect on the travel behaviour of participants.
Hypothesis 2: This effect in change of behaviour is stronger for participants who were personally motivated in comparison to participants who participated because of road constructions.

8. Method 3 research methods were used:
Survey after one year by participants of Discover public transport
In-depth interviews
Longitudinal (panel) regression analysis.

9. Results survey after one year
38% still travels by public transport at least once a week after 1 year
29% uses public transport for most of their travels
This effect is greater for participants who also used the follow-up offer
This effect is lower for participants who entered because of the construction

10. Results in-depth interviews
Non-respons interviews to check for possible selectivity in the results of the survey
The same results as in the survey.
The effect of structural behavioural change is greater for participants who also participated in the follow-up offer

11. Results longitudinal regression analyses

12. Difference between two groups

13. Conclusion
It is possible to stimulate structural behavioural change by offering a free trial, at least for two years.
This effect is greater for participants who also participated in the follow-up offer.
Participants who were personally motivated to try out public transport show a bigger structural behavioural change, in comparison to the participants who joined because of the construction works.
The structural behavioural change is not necessarily geared towards public transport. Because of ‘Discover public transport’ some participants have had a modal shift towards using a bicycle, E-bikes or carpool instead of continuing to use public transport.

14. Recommendations
Use the 10 steps to stimulate structural behavioural change of Maastricht Bereikbaar.
Behavioural change takes time to be effective; at least 8 weeks are necessary.
Motives to participate in a program are important. Be aware of the motives your target audience have to participate in a program and use this knowledge to your advantage.