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• Market segmentation is useful for formulating adequate, sustainable mobility policies. • Segmentation should consider individual differences in attitudes and perceptions. • We identified three groups: Traditionalists, Green Conscious and All Matters. • We proposed sustainable strategies considering the heterogeneities of each group. This paper draws attention to the need for formulating tailored, sustainable transport policies considering heterogeneity in the population regarding their preferences and attitudes. In this regard, we propose a market segmentation for incentivising sustainable transport policies. Our analysis builds from the responses of 1,041 car owners towards environmentally friendly transport alternatives in a survey issued in the five largest Colombian metropolitan areas: Bogotá, Medellín, Cali, Barranquilla, and Bucaramanga. Using the collected data, we estimated a Multiple Indicators Multiple Causes (MIMIC) model to evaluate individual attitudes towards the environment, green transport policies, car use, and technology. A cluster analysis based on the MIMIC results identified three groups: Traditionalists, Green Conscious and All Matters. Results make the contradiction between car attachment and environmental concern evident. The lower the environmental concern, the higher the attachment to the car. However, the differences between Traditionalists and All Matters are less pronounced. Finally, we proposed sustainable strategies considering the heterogeneities of each group, analysed the implications of developing custom-made actions and marketing strategies for promoting sustainable transport policies, considering the interests and characteristics of each targeted group in the population. [ABSTRACT FROM AUTHOR]

Several cities have restricted the use of private vehicles based on the last digit of a vehicle's license plate to reduce traffic congestion and pollution. However, the effectiveness of this measure has been questioned. In 2017, a hybrid scheme, License Plate Restriction Charging (LPRC), was implemented in Cali, Colombia. With this scheme, drivers can pay a charge (monthly, quarterly, or yearly) to circumvent the restriction, while the revenue is used to subsidise the BRT System. Cali was the first city in Latin America to implement such a scheme, while Colombia's capital, Bogota, adopted a similar policy in 2020. This article analyses the evolution of the measure using official information. In addition, we conducted a stated preferences survey and estimated a choice model to evaluate the behaviour of car owners to policy variables. Results show that LPRC price is the most relevant attribute in decision-making. Increasing the number of days with traffic restrictions and extending the hours of vehicle use restriction increases drivers' probability of paying for the LPRC. As currently implemented in Cali, the LPRC is a fixed cost that does not vary according to the car use level, encouraging users who pay for the exemption to use their car as much as possible to make the most out of the payment. Furthermore, the revenue from the charge contributes only marginally to financing the BRT. Finally, we propose several changes in the policy to improve its efficiency. Among them, consider a daily payment and hardening the current driving restriction. [ABSTRACT FROM AUTHOR]