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Qualitative Research into Active Travel in Glasgow

Date: April 2009
Category: Report
Author: JMP

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The research for this report was commissioned by the Glasgow Centre for Population Health within a wider programme of research around active travel, and conducted by JMP Consultations Ltd in conjunction with the University of Aberdeen. The research examines attitudes, values and cultural norms around current transport use and opportunities and barriers in relation to a move to move active modes. Current barriers and facilitators to walking, cycling and use of public transport are explored. This research adds value to ongoing efforts to promote healthy, sustainable travel patterns amongst those travelling in and around the Glasgow conurbation.
Data collected demonstrated that people travelled by a range of transport modes, shaped by the circumstances of the journey and traveller. In forming journey choice, seven overarching factors or themes were identified that combined to influence mode choice. These consisted of ‘objective’ factors (pertaining to the available infrastructure and functional attributes of each mode) and ‘subjective’ factors (emotional responses to that mode). Both factors shaped cultural norms around transport choice.