The use of social marketing in promoting cycling

Tapp, A. and Parkin, J. (2015) The use of social marketing in promoting cycling. In: Gerike, R. and Parkin, J., eds. (2015) Cycling Futures: From Research into Practice. Farnham, Surrey, UK: Ashgate, pp. 183-205. ISBN 9781472453617 Available from:


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This chapter explores the use of social marketing to increase the use of the bicycle as a mode of everyday travel. The popularity and level of use of a particular transport mode will broadly result from two factors: the quality of experience of that mode and the clarity of understanding of these qualities by potential users. To be effective, we argue that programmes to promote cycling should adopt social marketing principles, and we define these. We discuss behaviour change theories and evidence from the literature on behaviour change in relation to cycling. Based on this, we provide an example of an approach that applied social marketing to cycling in Bristol. The final section provides a conclusion with recommendations for policy makers.

Item Type:Book Section
Additional Information:Used by permission of the Publishers from ‘The use of social marketing in promoting cycling’, in Cycling Futures eds. Regine Gerike and John Parkin (Farnham: Ashgate, 2015), pp. 183–205. Copyright © 2015
Uncontrolled Keywords:cycling, social marketing
Faculty/Department:Faculty of Environment and Technology
ID Code:26669
Deposited By: Professor J. Parkin
Deposited On:08 Sep 2015 08:44
Last Modified:15 Nov 2016 20:44

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