The North Sea region’s intermediate and rural regions are struggling to increase the share of sustainable mobility. Availablepolicy instruments are well known and implemented in cities, but less so in towns, suburbs and rural areas. Limitedavailability of public transport and shared mobility services result in heavy reliance on personal cars to get around andassociated negative impacts on climate change, air quality, road safety, accessibility (to public services, jobs, businesses,etc.) and liveability.
Despite NSR projects’ work (MOVE and SHARE-North) on supplying sustainable mobility measures suited to their areas (e.g.,car and bike sharing, mobility hubs, company support), adoption remains difficult. With a slight change in modal split andreduction in passenger-kilometres, authorities realise that apart from the supply-side, they must address the demand-side(mobility behaviour, habits and attitudes toward car use) to meet users’ needs, as well as maintain or invest only in the mostrelevant services. With this project, we aim to create and implement user-centred mobility mixes through betterunderstanding users’ needs and incentivising them to change their (perceptions of their) daily mobility practices.
By implementing pilots in eleven local mobility systems (living labs), we:
Assess the building blocks of their mobility mixes (existing mobility solutions (e.g., public transport, bikes),infrastructures, conditions (pricing, timetables)) against non- and end-users’ needs [WP1];
Manage and shape travel behaviour through interventions, based on their behavioural change menus, while piloting andevaluating building blocks for the new mobility mixes [WP2];
Systemise the process to show other local and regional authorities what is available, can be done and what changeshappen, feeding strategies and tools, which assist decision-makers in implementing appropriate policy adjustments[WP3].