Move2Move - Understand the motivations for changing mobility

The City of Vienna has set itself the goal of becoming climate neutral by 2040. Compared to other Austrian provinces, Vienna already has a high share of climate-friendly forms of mobility (public transport, cycling, walking) of 74%; at the same time, private motorized transport has stagnated for years, and cycling is also increasing only slightly. Measures to promote low GHG mobility, such as expanding the infrastructure for cycling and public transport, are doubtlessly necessary, but they do not develop a sufficient transformative effect to achieve the goal of climate neutrality. A fundamental and methodically newly developed understanding of the motives and motivations that influence the everyday mobility behavior of people in Vienna can help to support the necessary changes in behavior and habits. The inter- and transdisciplinary research project MOVE2MOVE - Understanding Motives to Change Mobility - addresses these challenges and analyses the com- plexity of use and the socio-psychological approaches to using different forms of mobility in Vienna. With the help of a Q-study, the project explores the questions of which motives influence the choice of mobility options used by the Viennese, what role their relationship to the natural environment plays in this, and which urban mobility profiles can be identified. In a subsequent representative survey, the socio-demographic characteristics and the actual choice of means of transport of these urban mobility profiles will be collected. Finally, in a participatory workshop, recommendations for an inclusive mobility transformation in Vienna will be developed based on the results, and exem- plary measures will be derived that meet the previously identified mobility profiles as inclusively as possible.