“Lead has become carbon dioxide”: framing sustainable travel in an age of climate change

Abstract

This paper explores the promotion of environmentally sustainable travel and the ways in which individual citizens engage with exhortations to adopt environmentally responsible travel modes. In local contexts, the arguments for promoting modal shifts have focused on issues like congestion, noise reduction and the improvement of local environmental quality. However, in recent years, concerns about global climate change have reframed the promotion of sustainable travel around carbon emissions reductions and more fundamental changes to lifestyle choices as a way of combating climate change. Within this context, this paper considers the ways in which individuals frame sustainable travel through using focus group data collected as part of a wider research project on travel behaviour in the UK. The paper will demonstrate that notions of “sustainable” travel are still largely dominated by localised environmental concerns that have resonances with the everyday experiences and practices of individuals, with many of the factors underlying established discourses of travel behaviour being focused on pragmatic issues like convenience and cost. In contrast, the issue of climate change presents a number of challenges for policy-makers seeking to change behaviour because of the contestations surrounding climate science, political leadership and the perceived role of individual consumers in tackling climate change.