Cobbles said:
If you actually mean willing, then surely that should be more like 7%.......
No surveys show that there are only about 20% of motorists are actively opposed to changing their behaviour. Just under 20% are keen to do what they can to help, the body of opinion is that change would be good but there are many excuses why it is impossible.
In Worcester a sustainable travel town a survey identified 6 types of people. Jeremy Clarksons
Indifferents
Accusers
Defeatists
Converted
Willing
Which are you?
Jeremy Clarksons: love driving, car enthusiasts, unlikely to change
Indifferents: uninterested and uninvolved in travel issues – the first step of any campaign would be to engage them and start them on a process of contemplation.
Accusers: recognise a problem but accept no responsibility and project the blame on to others. speak about the causes of such problems in the third person, and do not accept any responsibility for being a catalyst. In the case of traffic congestion, they project the blame onto parents whose children attend fee-paying schools and people who commute from Malvern to Birmingham and clog up the ring road. They are between a pre-contemplation* to contemplation* stage of behavioural change in that they recognise a problem and a need for behavioural change but do not feel part of the problem or a need to change their own behaviour – instead they see a need for others to change their behaviour.
Defeatists: recognise a problem and accept the need to act, but perceived obstacles prevent them from doing so [some may have already tried to change].
Converted: opt not to use their cars to commute to work or for other regular short journeys around Worcester. This behaviour is long established and was instigated as a result of various factors: such as financial reasons, convenience and exercise.
Willing: this group is the softest target. They recognise the problem, their involvement in it and accept the need to change.