Segmenting Children's Active School Travel Behaviour: Insights on Caregivers' Perceived Risks and Social Norms

Autor/inn/en	Saleme, Pamela; Pang, Bo
Titel	Segmenting Children's Active School Travel Behaviour: Insights on Caregivers' Perceived Risks and Social Norms
Quelle	In: Health Education, 122 (2022) 4, S.456-468 (13 Seiten) PDF als Volltext Verfügbarkeit
Zusatzinformation	ORCID (Saleme, Pamela) ORCID (Pang, Bo)
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	0965-4283
DOI	10.1108/HE-09-2021-0120
Schlagwörter	Travel; Foreign Countries; Student Transportation; Commuting Students; Health Education; Child Health; Children; Preadolescents; Student Behavior; Proximity; Family Income; Socioeconomic Status; Risk; Environmental Influences; Social Behavior; Physical Activities; Physical Activity Level; Health Behavior; Physical Environment; Australia + Suchen Sie Ihr Suchwort? Travelling; Reisen; Reise; Ausland; Schulbus; Pendler; Gesundheitsaufklärung; Gesundheitsbildung; Gesundheitserziehung; Child; Kind; Kinder; Pre-adolescence; Präadoleszenz; Student behaviour; Schülerverhalten; Lebensnähe; Familieneinkommen; Socio-economic status; Sozioökonomischer Status; Risiko; Environmental influence; Umwelteinfluss; Social behaviour; Soziales Verhalten; Health behaviour; Gesundheitsverhalten; Natürliche Umwelt; Australien
Abstract	Purpose: Active school travel (AST) programmes aim to change commuting behaviour to improve children's physical and mental health. However, very limited health education programmes for children use segmentation to create tailored solutions that understand the specific characteristics of each group of children and their caregivers in order to yield better results. The aim of this study is to use a statistical segmentation analysis (two-step cluster analysis) to gain insights on the examination of specific groups to design future health education interventions and campaigns that can improve children's health. Design/methodology/approach: Guided by the Ecological and Cognitive Active Commuting (ECAC) framework, a market segmentation analysis was performed. An online survey was designed to collect data from caregivers of children between 5 and 12 years attending school and responsible for taking the child to and/or from school in Victoria and Queensland, Australia. Using 3,082 responses collected from Australian caregivers of primary school children, a two-step cluster analysis was performed. Findings: Analysis revealed the most important variables for group formation were previous child walking behaviour, distance from school and caregiver income. Perceived risk of the physical environment was the most important psychographic segmentation variable for group formation, followed by social norms. Four distinct groups with different characteristics were identified from the analysis. Originality/value: This is the first study that applies the ECAC framework to perform market segmentation in the AST context. Results revealed four market segments that demand different tailored solutions. Findings shed light on how to better design AST interventions and campaigns to promote children's health using segmentation techniques. (As Provided).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2024/1/01