The traditional approach of dealing with transportation issues appears to be insufficient in bringing about sustainable urban traffic, as it does not take into account complex psychological processes assisting people in making their travel choices. New approaches are required to raise the effectiveness of transportation policies, by facilitating higher levels of public acceptance and engagement in promoted activities. The current thesis aims to assist policy-makers and program-designers in making transportation systems more sustainable by employing a social marketing approach. It provides an in-depth understanding of what social marketing is, demonstrates its advantages over the traditional transportation planning process, and explores its successful application in Lund and Malmo, located in the south of Sweden – two of the leading European cities in sustainable transportation systems
