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Lead Story: Issue 435 18 Mar 2006

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Travel behaviour change efforts 'too simplistic and patronising'

Too many communication techniques to change travel behaviour misunderstand why people use their cars or adopt a hectoring style that alienates the target audience, a provocative new analysis of the green movement has concluded.

It calls on government, pressure groups and opinion formers to fundamentally rethink how they try to persuade people to adopt less environmentally damaging behaviour patterns.

The 148-page report, sponsored by public transport operator First Group, amounts to a withering...

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