How to improve public support for a 30 km/h speed limit in built-up areas?

Reducing speed limits in built-up areas to 30 km/h could considerably improve road safety, yet the effectiveness depends on the reductions in actual driving speeds which, in turn, are related to the general public support for the measure. Therefore, this study investigates the public support in Europe for reducing the speed limit to 30 km/h in built-up areas using the ESRA3 data. The support for limiting the speed limit to 30 km/h in built-up areas was found to be quite low; more than two out of five European respondents opposed the measures, about one fifth was neutral and less than two fifth supported the measure. An ordinal logistic regression model showed that car drivers, 18–34 year olds, males, people with a lower than comfortable income, and residents of rural areas were more likely to oppose the measure. Moreover, opponents were less likely to agree with statements highlighting the positive effects of the measure and more likely to agree with statements highlighting the negative effects. The main negative beliefs associated with the measure seem to be potential negative side effects, as well as that the measure would be a burden for people, would be difficult to enforce and that it would limit people's mobility. Policy makers can use the results from this study when developing a strategy to increase support for lowering the speed limit in built-up areas, which is important as the level of support is associated with compliance to the speed limit.