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Table 2 Summary of participants reactions to acceptability and feasibility of additional emission reduction, and transport and travel management activities

From: Taking a deep breath: a qualitative study exploring acceptability and perceived unintended consequences of charging clean air zones and air quality improvement initiatives amongst low-income, multi-ethnic communities in Bradford, UK

Emission reduction initiatives

Green buses scheme

Although participants felt that this would be a good initiative, there was some scepticism about whether the costs incurred by bus companies would then translate into higher fare prices for consumers. In the absence of that, it was argued that this would be a good initiative. “It’s a really good idea but If it costs them x amount of money to get new buses all they are going to do is put the fares up to cover that cost then who loses out? It’s us again, the public” (FG10- Male).

Installation of electric charging infrastructure in new developments

Participants struggled to grasp this idea. They felt that it was too innovative and not feasible and would not influence their purchasing habits in a free market. “I’m not gonna buy a house just because it’s got a charging point outside of it. I’d be worried about it blowing up. It would probably put me off if anything” (FG7- British Asian (Pakistani), Male, Unknown profession).

Council fleet

Most people felt that the council should introduce greener vehicles in their fleet however again, some felt that it could ultimately lead to an increase to their council tax and burden and individual residents and consumers further. “It’s a good starting point but the Council’s skint here. They will somehow find a way to put that into your Council Tax but I suppose it helps to lead by example” (FG3- British Asian (Pakistani), Female, Office worker).

Travel and transport management

Park and ride

This was seen as a workable and positive initiative by most participants. “I think that’s a really good idea”. Just make it super cheap and people will do it … Like really it has to be like really cheap” (FG1- British Asian (Indian), Female, Retired).

Road widening/ highways improvements

There were mixed feelings about this. Some people felt that it would encourage more driving (not less) and restrict pavement space for pedestrians. “If you try and widen the road as you are suggesting isn’t that going to be an invitation for more cars to come into Bradford? It wouldn’t be good if they narrowed the pavement for the people walking” (FG2- British Asian (Pakistani), Female, Housewife).

It was a popular initiative amongst drivers who felt that it was a good idea and it would help reduce idling and congestion. “There are some roads that are so narrow that if traffic builds up there you can be stuck there for ages. Just think of the pollution for the people who live on that street” (FG1- British Asian (Other), Male, Bus driver).

Intelligent transport systems

Some people felt that this initiative would be ineffective due to poor driving habits by some. They argued road users would intentionally ignore traffic lights or that it would encourage them to speed up if they knew the lights were about to change. “Because I think when people, especially in Bradford, young people driving through red light, it will happen more like this” (FG3- British Asian (Pakistani), Female, Retired).

City centre parking demand charges

Most people were not in favour of this option as they felt that it would negatively impact on the businesses in the city centre. People would be encouraged to go to other shopping centres where there was cheaper or free parking and there was scepticism about whether this measure would make any significant contribution to improving air quality. “You could increase the cost, it will not reduce pollution. People will get dropped off or they’ll park in a free car park. You can park in Tesco for a couple of hours. I think it would affect the economy as it is anyway, so that’s a massive no-no. That’s not going to work. I don’t think so anyway” (FG3- British Asian (Pakistani), Female, Teacher).

Freight consolidation centres

Most people felt that this wasn’t a suitable initiative as it would cause numerous disruptions with little benefit. Participants were also unsure about how this initiative would be operational with concerns about increased traffic. “if you’ve got frozen goods on that particular lorry, you’re going to put it into the transport in ten different, are you going to tell me they’re going to employ two or three people more to put it into the van and then unload it out, it does not work” (FG7- British Asian (Unknown), Male, Youth worker).

HGVs- traffic diversions and delivery times

Most people agreed that having time restrictions on when HGVs can use the highways would be a useful measure. Many felt that it would also help reduce congestion on the roads. “And within certain hours people will probably go out less anyway because they know these guys are out on the roads, so give them that time and it would help traffic flow better … I don’t think they should be out in busy times” (FG5- (British Asian (Pakistnai), Female, Housewife).

Travel planning

Most people argued that they would car share if it was feasible for them and dependant on who they shared with and where they intended to go. “There’s a car share thing, a scheme that people do. I would do with work colleagues” (FG3- British Asian (Pakistani), Female, Office worker).

Cycling and cycling infrastructure

There were mixed feelings on cycle lanes. Some people felt that cycle lanes have been were being misused and therefore not correctly utilised enough. “You’ve got the cars that park on the cycle lanes, and delivery men” (FG1- White British, Male, Retired).

They also felt that poor driving habits by some road users made them feel unsafe to cycle. “And dangerous driving from others … Yeah. So there’s a lot of issues with the cycling” ((FG3- British Asian (Pakistani), Female, Community support worker).

Some people felt that the landscape in Bradford meant that cycling as a mode of transport would be difficult for a lot of people and it was more suited as a leisure activity. “Cycles are okay in York and Nottingham and London, where it’s all one level flat levell, Halifax, Bradford, here, uphill and down it’s a bit of a struggle” (FG1- British Asian (Other), Male, Bus driver).