ABSTRACT
This chapter presents a case study of travel-mode choice which illustrates that the extent to which consumers take responsibility and develop personal moral norms for their acts has a significant influence on the sustainability of the consumption pattern and that there are often structural changes that can be made to facilitate sustainability. Policy interventions targeting private transport decisions typically aim to change the modal split, preferably moving medium and long trips to public transport and short trips to walking and biking. Hence, attempts are made to increase commuting by public transport as an alternative to the private car. In the longer run, free public transport might influence car ownership as well as the choice of locations for living and working, both of which might influence the modal split. Offering public transport for free doubled commuting by public transport among Copenhagen car owners. The case study points attention to structural conditions that impede consumer’s ability or opportunity to make sustainable choices.
