Segmenting children’s active school travel behaviour: insights on caregivers’ perceived risks and social norms

PurposeActive 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/approachGuided 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.FindingsAnalysis 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/valueThis 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.

Children’s Experiences of Their Journey to School: Integrating Behaviour Change Frameworks to Inform the Role of the Built Environment in Active School Travel Promotion

Childhood obesity is a public health problem with multiple effects on children’s life. Promoting Active School Travel (AST) could provide an inclusive opportunity for physical activity and shape healthy behaviours. Data for this cross-sectional study were drawn from questionnaires carried out in five primary schools located in Newcastle upon Tyne, UK, in neighbourhoods chosen for their variability in IMD (index of multiple deprivation) and spatial structure of street networks (measured through space syntax measure of integration). A randomly selected and heterogenic sample of 145 pupils (aged 9–10) completed an open-ended questionnaire to state what they like and dislike about their journey to school. Thematic analysis identified four typologies (environmental context, emotions, social influences and trip factors) based on the Theoretical Domains Framework (TDF) and specific themes and sub-themes underlying children’s affective experiences of their journeys to school. This study is the first known to authors to attempt to adapt the Capability, Opportunity and Motivation Behaviour (COM-B) model into AST and children’s experiences and associated behavioural domains with design aspects. Such an insight into children’s attitudes could inform urban planners and designers about how to apply more effective behaviour change interventions, targeting an AST increase among children.

Neighborhood Effects of Safe Routes to School Programs on the Likelihood of Active Travel to School

Safe routes to school (SRTS) programs aim to increase the share of students commuting to school by active modes (e.g., walking and cycling). This study measures the relationship between the presence of SRTS programs in a neighborhood and children’s journey-to-school mode choice. Children were identified from households in the 2012 California Household Travel Survey and they were classified based on whether they commuted to school by active modes. Next, census tracts with SRTS programs were identified based on the presence of data in the National Center for Safe Routes to School (NCSRTS) data collection system. Based on these two datasets, a logistic regression model estimated the likelihood that a child commuted to school by active modes, based on the presence of a SRTS program and controlling for individual, household, and tract characteristics. This analysis was supplemented with stakeholder interviews about the nature of SRTS programs within the study area and how they are perceived. Findings indicate that longer trip distance and race (relative to white students) are associated with reduced rates of active travel to school, but that these differences are mitigated by the presence of SRTS programs. Interviews suggest SRTS programs in the study area primarily emphasize education and encouragement rather than engineering interventions. It was concluded that the effect of such SRTS programming might best be described as reducing barriers to active school travel rather than simply increasing the likelihood of using active modes.

Children’s Active School Travel: Examining the Combined Perceived and Objective Built-Environment Factors from Space Syntax

Increasing active school travel (AST) among children may provide the required level of daily physical activity and reduce the prevalence of obesity. Despite efforts to promote this mode, recent evidence shows that AST rates continue to decrease in suburban and urban areas alike. The aim of this research study, therefore, is to facilitate our understanding of how objective and perceived factors near the home influence children’s AST in an understudied city, İstanbul, Turkey. Using data from a cross-sectional sample of students aged 12–14 from 20 elementary schools (n = 1802) and consenting parents (n = 843), we applied a nominal logistic regression model to highlight important predictors of AST. The findings showed that street network connectivity (as measured by two novel space syntax measures, metric reach and directional reach) was the main deciding factor for active commuting to school, while parents’ perceptions of condition of sidewalks and shade-casting street trees were moderately significant factors associated with AST. Overall, this study demonstrated the significance of spatial structure of street network around the homes in the potential for encouraging AST, and more importantly, the need to consider objective and perceived environmental attributes when strategizing means to increase this mode choice and reduce ill-health among children.