Challenges and opportunities for promoting pro-climate behaviours in medium-sized Atlantic Canadian city
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Date
2025-05
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University of New Brunswick
Abstract
This study explores the barriers and motivators influencing pro-climate transportation choices in Fredericton, New Brunswick, using the theory of planned behaviour (Ajzen, 1991) and the multilevel perspective within socio-technical transition theory (Geels, 2002). Findings indicate that positive attitudes toward climate change do not always translate into sustainable transport behaviour due to infrastructure limitations, financial constraints, and perceived inconvenience. Subjective norms had minimal impact due to a lack of visible social support, community endorsement, and policy-backed incentives. Key motivators included reliable public transit, cost savings, health benefits, and employer incentives. Notably, all student respondents expressed intentions to purchase a car once financially feasible, highlighting the need for early interventions. Addressing these gaps through improved infrastructure, policy changes, and targeted incentives can help align intentions with behaviour. This research emphasizes a localized, multi-faceted approach that integrates behavioural insights with socio-technical transitions, providing a pathway toward achieving net-zero emissions in the transportation sector.