|ISBN (digital version):||978-82-480-0899-6|
The municipality of Kristiansand initiated the campaign “I drive green” to make car users switch to bus or bicycle for their commuting. The participants got either a free bus card for a month or a bicycle equipment package. 400 employees wanted to participate; four of five selected to take the bike to job instead of car. The evaluation reveals that the campaign has significant effect changing travel habits; more so for those who selected to bike than for the bus passengers. The participants have a positive view of the campaign and hold that it should be repeated. An overarching calculation of cost and benefit shows a positive ratio.