Green travellers? Exploring the spatial context of sustainable mobility styles
Green travellers? Exploring the spatial context of sustainable mobility styles
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DOI：
10.1016/j.apgeog.2011.08.002
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发表时间：
2012-03
影响因子：
4.9
通讯作者：
S. Barr;J. Prillwitz
中科院分区：
文献类型：
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作者：
S. Barr;J. Prillwitz
在发达国家，人们越来越重视促进个人或“公民消费者”的环保行为，以此作为减少气候变化下个人碳排放的一种手段。在英国，重点是将消费者划分为“生活方式群体”，并随后发展所谓的社会营销行为改变策略，作为鼓励环保行为的一种方式。在旅行和旅游研究的背景下，这种方法已经通过“移动风格”的概念进行了操作，作为一种理解不同消费者群体在做出亲环境旅游决策时所面临的动机和障碍的方式。然而，本文认为，由于气候变化等问题超越了旅行行为的空间和动机背景，因此气候变化问题对那些试图使用单一“移动风格”方法促进行为改变的人提出了重大挑战。本文利用英国可持续旅行项目收集的数据，展示了在探索日常旅行行为和使用单一出行方式进行短途旅行和度假时出现的潜在冲突。本文认为，日常旅行和假日旅行之间的不协调提出了一个重要的问题，即采用单一和空间移动风格的方法来促进行为改变。这反过来又突出了环境社会科学领域更广泛的研究人员和政策制定者所面临的挑战，他们试图利用细分作为理解和促进行为改变的基础。
In developed nations a growing emphasis is being placed on the promotion of environmental behaviours amongst individuals, or ‘citizen-consumers’, as a means to reduce personal carbon emissions in the light of climate change. Within the UK, focus has tended towards the segmentation of consumers into ‘lifestyle groups’ and the subsequent development of so-called social marketing behaviour change strategies, promoted as a way to encourage environmental behaviours. In the context of travel and tourism research, this approach has been operationalised through the notion of ‘mobility styles’ as a way of understanding the motivations and barriers different groups of consumers face when making pro-environmental travel decisions. However, this paper argues that the issue of climate change presents a major challenge for those attempting to promote behavioural changes using a single ‘mobility styles’ approach because of the ways in which issues such as climate change transcends the spatial and motivational contexts for travel behaviours. Using data gathered as part of a UK–based project on sustainable travel, the paper will demonstrate the potential conflicts that emerge when exploring daily travel behaviour and travel for short-breaks and holidays using a single mobility styles approach. The paper will argue that the discord between daily and holiday travel raises important questions for adopting a single and asptatial mobility styles approach for promoting behaviour change. This in turn highlights the challenges faced by a wider community of both researchers and policy makers in the environmental social sciences who seek to use segmentation as the basis for understanding and promoting behavioural change.