Abstract
Objectives: Theoretical linkage has been made between identity and transport-related behaviour but the extensive implications have yet to be explored empirically. The current research programme aims to provide evidence for the influence of identity on personal transportation, specifically how identity threats may affect the intention to resist or to engage with change to travel behaviour. As part of the larger research programme, this study focuses on resistance to change. Drawing on Identity Process Theory, it hypothesises that identity threat is related to resistance to change travel behaviour, over and above psychological reactance. Design: In order to evoke threat while complying with ethical guidelines, participants were asked to rate their intention to change their travel behaviour in response to 12 vignettes. Each vignette presented a short description of a travel-related situation. Half of the vignettes were designed to invoke identity threat and half were designed as neutral. Method: The study was administered nationally to 300 urban working parents. Baseline measures included intention to change travel behaviour, trait reactance, affect, salience and centrality of identities. Analyses tested for significant differences between neutral and threat-inducing vignettes and between threat-inducing vignettes that tap or do not tap reactance. In addition, intention to change was regressed onto identity salience, identity centrality and trait reactance. Results: Pilot data and initial results from the full study data are presented. Conclusions: Recommendations are suggested, based on Identity Process Theory, for reducing resistance to change travel behaviour.