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Communicating Environmentally Sustainable Transport

The Role of Soft Measures

Communicating Environmentally Sustainable Transport by Organisation for Economic Co-operation and Development
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Progress towards Environmentally Sustainable Transport (EST) will require widespread acceptance of the need for EST, and a mix of measures designed to achieve the necessary changes to overcome the barriers to EST. Some of the measures will be hard measures, which include taxes, emission standards, speed limits, and other fiscal and regulatory instruments. Other measures will be soft, such as the provision of information and the use of communication strategies and educational techniques.

Acceptability of hard measures — which are usually more effective than soft measures — is a key issue for policy makers. Lack of acceptance can reduce the effectiveness of hard measures and even impede their use. Thus, a potentially important role for soft measures may be to increase the acceptance of hard measures. Soft measures may also have a more direct role in changing behaviour through the promotion of environmentally benign alternatives, and other roles such as offsetting media messages that stimulate unsustainable activity.

Organisation for Economic Co-operation and Development; January 2004
185 pages; ISBN 9789264106642
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Title: Communicating Environmentally Sustainable Transport
Author: Organisation for Economic Co-operation and Development