Assessment of the Impact of Advertising in Promoting Sustainable Mobility and Multimodality in the Urban Transport System

Abstract

Advertising can influence and change consumers’ attitudes, habits, and behaviour and can therefore be a way to promote sustainable mobility and multimodality in urban transport systems. This paper focuses on the following questions: what is the impact of advertising on consumer behaviour in the context of sustainable mobility and multimodal decision making in urban transport systems? This paper assesses the impact of advertising on consumer behaviour in the context of the scientific literature, and discusses the methods and effectiveness of advertising in promoting sustainable mobility and multimodality in urban transport systems. Thus, this study examines the role of advertising and its impact on consumer behaviour, and provides a framework for the use of advertising to promote sustainable mobility and multimodality in urban transport systems. The study involved 396 inhabitants of major Lithuanian cities. Analytical descriptive, quantitative, and statistical research methods were applied. A quantitative research strategy was used to better understand the expression of advertising and its impact on the development of sustainable mobility and multimodality in urban transport. The results show that advertisements promoting sustainable mobility do not have a significant impact and only a small proportion of respondents associate advertisements with the development of sustainable mobility and multimodality in urban transport. This provides an opportunity to improve the information system of advertisements by exploiting the originality, text, content, and idea of the advertisement, which the study found to be one of the most influential factors in changing consumers’ attitudes and encouraging them to make travel decisions based on the principles of sustainable mobility and multimodality. In addition, television, the internet (including e-mail advertising), radio, and outdoor billboards can be among the most effective means of providing information in anticipation of the development of sustainable mobility and multimodality in urban transport. The results of the study will therefore have long-term value for the scientific debate on the impact of advertising on the promotion of sustainable mobility and multimodality in urban transport, and a practical relevance for providing guidelines for the development of sustainable mobility and multimodality in urban transport in the information advertising system.