Co-Creating and Marketing Sustainable Cities: Urban Travel Mode Choice and Quality of Living in the Case of Vienna

Tim Breitbarth, David Martin Herold, Andrea Insch

Publication: Chapter in book/Conference proceedingChapter in edited volume

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Research/Case problem:
How can quality of living and environmentally friendly mobility choices be facilitated, improved and measured in an era of urbanization?
Chapter overview (case synopsis)
Recent global rankings recognize Vienna as top ranked city in terms of its quality of living. This case shows that progressive environmental policy settings and innovative internal marketing are drivers to leverage opportunities that arise from a favorable international reputation.
The case then describes Vienna’s success in shifting the travel mode choices of its residents, especially with the introduction of an affordable “365 Euro annual pass” for its entire public transport network. Changing individuals’ transport choice and behavior is a key component toward achieving climate targets and creating desirable urban environments.
The widespread adoption of the innovative offering to access public transport benefits organizations and businesses operating in the city is exemplified by the largest Austrian football club, Rapid Vienna, and original data of fan mobility.
Original languageEnglish
Title of host publicationSocial and Sustainability Marketing
Subtitle of host publication A Casebook for Reaching Your Socially Responsible Consumers through Marketing Science
Place of PublicationBoca Raton, FL
ISBN (Electronic)9781003188186
ISBN (Print)9780367553630, 9781032036021
Publication statusPublished - 2022

Austrian Classification of Fields of Science and Technology (ÖFOS)

  • 502022 Sustainable economics

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