[Card News / Episode 4] Delving into the “Personal Feelings” of Drivers is the Key for Greater Uptake of Mass Transit and Electric Vehicles (EVs)

As of 2021, there were an estimated 3,160,000 passenger cars registered in Seoul. Passenger vehicles accounted for 24.5% of total modal share.

• Total weekday traffic volume: 32 million trips (100%)
• Passenger vehicle traffic volume: 7.9 million trips (24.5%)

Towards curbing emissions of greenhouse gases (GHGs) and particulate matter from passenger vehicles, a dominant source of air pollution, the Seoul Metropolitan Government (SMG) has encouraged, through policy instruments, Seoul residents to use public transport and make the transition to greener modes of transport.

To maximize the impact of environmentally friendly transport policies, the researchers surveyed drivers to explore their personal feelings about transport choices.
※ “Personal feelings” refer to the preferences, motives, intentions and attitudes towards environmental issues of vehicle users when choosing transportation modes.

• Survey overview
  • Sample size : Approximately 1,000 vehicle drivers travelling to Seoul at least four times a week (excluding hybrid, electric and hydrogen cars)
  • Content : Attitudes towards vehicle use
    Attitudes towards SMG transportation policies
    Health and safety concerns associated with vehicles
    Social and moral norms
    Perceived behavioral control
    Thoughts about the symbolism of cars
    Degree of affection towards vehicles

Survey results, The personal feelings of drivers who are more likely to switch to alternative modes of green transport—EVs or public transit—are markedly different from those of drivers opting to hold on to their current combustion engine cars.

1. Care about environmental issues + Have little need to own a car = Licensed drivers who are very willing to use mass transit
2. Concerned about environmental problems + Feel the need to own a car = Licensed drivers who are very willing to get an EV

What are the attributes of these two groups and how can we convince them to ditch their cars and shift to sustainable transport options like public transit or EVs?

Care about environmental issues + Have little need to own a car Licensed drivers who are very willing to use mass transit
People in this group do not have great need for a vehicle and tend to worry about the detrimental effects of vehicles on health and safety. As people grow older, the likelihood of thinking this way tends to increase.

Main target group
Middle-aged adults in their 50s who are sensitive to monetary or financial cost
There is a substantial likelihood that their personal feelings would change if the economic benefits and environmental friendliness of public transit are highlighted.

Licensed drivers who are very willing to get an EV
People in this group feel very attached to their cars and do not see vehicles as a threat to their health and safety. Younger people are more inclined to feel this way.

Main target group
Millennials and Zoomers in their 20s and 30s who are passionate about their cars and rely on intuition to make decisions.
It is critical to appeal to their emotional aspirations and needs by communicating that driving an EV is the in thing to do and lit, in lieu of emphasizing the environmental benefits of eco-friendly vehicles.

Commonalities between these two groups are:
a. active interest in environmental issues;
b. favor the SMG taking steps to become greener.

The researchers consider messages which focus on the beneficial effects of current transport policies on the environment will be hugely effective.

Suggestion from the Seoul Institute
Applying branding or marketing principles to transport policies might be new to you. With a better understanding of drivers’ personal feelings around vehicles, eco-friendly transportation options can be promoted with greater success.

Source: Chang Yi. 2021. Strategies to Promote Environmentally-friendly Transport Modes by Analyzing the Personal Feelings of Automobile Users. Seoul: Seoul Institute.

Source: Chang Yi. 2021. Strategies to Promote Environmentally-friendly Transport Modes by Analyzing the Personal Feelings of Automobile Users.