Is climate morality the answer? Preconditions affecting the motivation to decrease private car use

Persuasive messages are commonly used in campaigns promoting sustainable transport to motivate people to reduce private car use. This paper explores the preconditions affecting the motivation of people to reduce private car use when exposed to such messages. A sample of 1100 Swedish residents was analysed for the effect of variables related to accessibility, usual commute mode and attitudes. Significant variables were used to create a...