University of Natural Resources and Life Sciences, Vienna (BOKU) - Research portal
Gewählte Master / Diploma Thesis:
Michael Peter Hinterreiter
(2022):
What Drives You? A Q-Methodological Approach to Understanding People’s Mobility Preferences.
Master / Diploma Thesis - Institut für Nachhaltige Wirtschaftsentwicklung,
BOKU-Universität für Bodenkultur,
pp 77.
UB BOKU
obvsg
FullText
- Abstract:
- Previous efforts by policymakers and scientists to reduce motorized private transport in favor of active forms of mobility, such as walking and cycling, have often been unsuccessful. This master’s thesis, therefore, investigated (i) which socio-psychological variables influence people’s mobility behavior and (ii) how the obtained insights may be used in a Q-methodological approach to identify inner-city mobility profiles. In a first step, established behavioral psychological models served as a theoretical framework for an extensive literature review. The multitude of socio-psychological variables discussed in mobility research was then transformed into a comprehensive list of 45 statements regarding inner-city mobility behavior—the so-called Q-sample. During guided, individual interviews, 39 residents of three Lower Austrian cities (Fischamend, Korneuburg, and Stockerau) sorted the statements according to their subjective agreement. The resulting distributions (Q-Sorts) were statistically analyzed, which yielded five mobility profiles with distinct preferences and needs concerning inner-city mobility: "Healthy and Conscious", "Purpose-Driven and Pragmatic", "Flexible and Contemplative", "Safe and Cautious", and "Efficient and Autonomous". The results confirm the assumption that common segmentations based on sociodemographic characteristics or preferred means of transport fail to adequately depict the complexity of mobility as a psychological phenomenon. Moreover, the Q-methodological approach pursued in the master's thesis allowed for deriving initial target-group-specific interventions that may contribute to an effective, sustainable inner-city mobility transformation.
- Beurteilende*r: Vogel Stefan
- 1.Mitwirkender: Braito Michael