Investigating The Role Of Social Marketing In Reducing The Use Of Personal Cars In City Traffics The Case Of Isfahan City

The usage of social marketing attitudes has been growing in social problems recently. Social marketing applies the principles of marketing to address social problems by influencing behavior change. The role of messages in social marketing is to notify people in a situation in order to change their behaviors. The purpose of this study was to investigate the relationship between social marketing messages and level of personal car usage as a traffic congestion cause. The statistical group included citizens from Esfahan, Iran that personal car was available to them. To test the main hypothesis of this research, a questionnaire was conducted to find the relation between variables mentioned above. The data was analyzed by spss software. Results demonstrated that the level of awareness about different issues of traffic congestion didn’t have any relationship with people voluntary usage of personal car. In addition results revealed that information on restrictive traffic rules have relationship with rate of usage of personal car.