This book discusses the potential of travel behaviour modification (TBM) as a persuasive tool
to promote low-carbon mobility among adolescents on Penang Island by highlighting the role of
bus usage in a sustainable urban lifestyle. The participants of the Reduce Carbon Footprint
Campaign which aimed to create sustainable transport and pro-environmental awareness among
adolescents were recruited from secondary schools on Penang Island. Campaign materials such
as bus routes maps and discount travel cards for students were provided by Rapid Penang the
leading bus operator in Penang. The campaign also involved several intervention programmes
including motivational sessions and classes for travel journey planning.
