Abstract
The Diploma Thesis at hand is dealing with the climate-friendly mobility of private households and the measures of influence through transport policy and Green marketing, which can be set through political institutions, traffic enterprises, and the car industry. To serve as a basis the increasing traffic density and the thus impelled climate change will be thematised. In order to be able to change people’s traffic behaviour a focus on certain target groups has to be determined. Within the framework of this thesis the target-group segmentation is based on the so-called Sinus-Milieus, respectively the derived alliances of motives.
The empirical part of the thesis at hand displays the concrete measures already taken by political institutions, traffic enterprises, and the car industry to influence people’s choice of a means of transport. The given examples are based on expert interviews and the analysis of best-practice examples. In conclusion, concrete proposals for action will be developed, which in result should contribute to change traffic behaviour towards more ecological means of transportation.
| Translated title of the contribution | Climate-friendly mobility of private households - Possibilities of influence via traffic policy and Green Marketing |
|---|---|
| Original language | German (Austria) |
| Place of Publication | Saarbrücken, Deutschland |
| Publisher | Akademikerverlag |
| Number of pages | 248 |
| ISBN (Print) | 978-3-639-72053-2 |
| Publication status | Published - Oct 2014 |
Fields of science
- 502042 Environmental economics
- 502052 Business administration
- 405004 Sustainable agriculture
- 211 Other Technical Sciences
- 105904 Environmental research
- 502041 Environmental management
JKU Focus areas
- Management and Innovation
- Social and Economic Sciences (in general)
