HOUSEHOLD MOBILITY IN LATVIA: CURRENT SITUATION AND PROSPECTS FOR THE PROMOTION OF SUSTAINABLE MOBILITY.

Mobility along with housing and food are mayor household consumption clusters and the main driving forces of environmental impact. The need for transportation and importance of mobility for entrepreneurship and households has risen in the past decades. Even though transportation conveys socioeconomic benefits, it also has significant environmental, social and economic costs. Therefore, there is an exigent need to promote behavior change, and, when it comes to transport, it means, promotion of modal shift, use of eco-friendlier modes and reduction of driving where relevant. The aim of this research is to create a snapshot of current household mobility patterns, factors influencing those patterns as well as mobility related behavior intentions in Latvia from the perspective of sustainable mobility. The study mostly focuses on those sustainable mobility aspects that can be directly influenced by household behaviors, i.e., modal shift. Because there has been little research on this particular subject conducted in Latvia, this study gives valuable insights into existing mobility patterns. This study is based on the data acquired from a representative national survey (n=1009), also covering the capital city Riga, and two surveys carried out in regional center towns - Liepaja and Valmiera (n=361; n=373). The research behind this paper was conducted at the University of Latvia within the framework of the SUSTINNO National grant project that covers various aspects of pro-environmental behavior, including mobility. The research shows that even though Latvia is among the leading EU nations in the use of public transport, the decrease of public transport units and the constant increase of private cars over the last years is not in line with the policy objectives for sustainable transportation adopted both at the national and municipal level according to survey results, most of the respondents use their private car for daily commuting; however, the small distances could be easily travelled by public transport or cycled. The most important factors hindering the pro-environmental shift towards more sustainable mobility are a lack of habit, possible impact on social status, laziness and the need to sacrifice certain conveniences. At the same time, people report readiness to change their mobility patterns - choosing public transport, cycling or walking or buying a more eco - efficient vehicle. [ABSTRACT FROM AUTHOR]