Trading off Time, Carbon, Active Travel, and Health: What do People Really Think about Traffic-reduction Measures?

An online survey polled a socio-demographically representative sample of approximately 2,000 UK residents concerning their attitudes to traffic restrictions that lead to longer car trips. Specifically, to what extent would respondents accept delays to everyday local car journeys if these were offset by reductions in NO2, greenhouse gas emissions or vehicular traffic, or by increases in active travel? Responses suggested high levels of acceptance of delay but this varied by nature of impact (less openness to increased active travel) and socio-demographic attribute (gender, educational attainment, car ownership, ethnicity, housing tenure, prior presence of local traffic restrictions). In particular, there were lower levels of delay acceptance amongst men, respondents without degree-level qualifications, and those in households with two or more cars. These findings are relevant to those communicating about traffic restrictions, in terms of which audiences they target and how they present impacts.