Changing the wheels of behaviour: BluSmart cabs leverage behavioural science to reinforce eco-friendly commutes
What unsustainable behavior needs to change:
India is home to 22 of the world’s most polluted cities – with road transport being the biggest accelerator of global carbon emissions. Commuting in India’s urbanising landscape significantly contributes to air, noise, and sound pollution.
BluSmart, India’s first and leading all-electric ride-hailing mobility service, claims it’s saved over 5,500 tonnes of CO2 in Delhi-NCR within a year. On a daily basis, their ride-hailing service saves 25 tonnes of CO2, equal to planting 1,000 trees. However, people often stick to familiar transport due to the status quo bias. BluSmart uses behavioural science to encourage eco-friendly commuting habits, tapping into human psychology to sustain these choices.
The Green Nudge:
BluSmart effectively employs behavioural science to encourage actions that promote zero-emission commutes.
#1 Concretization
They prioritise showcasing concrete benefits over mere features, recognizing that tangible benefits resonate more strongly with users. By prominently displaying metrics like „CO2 saved in kilograms“ and „fuel avoided in litres“ at the top of their platform, BluSmart makes these benefits easily visible thereby, reinforcing the positive behaviour of reducing one’s carbon footprint.
#2 Ego Bias
BluSmart leverages the “ego bias” by empowering users to see themselves as active contributors to reducing CO2 emissions and fostering a cleaner environment. By displaying users‘ names and photos alongside their contributions, the platform personalises one’s environmental impact; thus helping the user to cultivate a sense of accomplishment and environmental responsibility. This personalised approach reinforces the perception that individuals are actively making a difference in reducing emissions and contributing to a cleaner future.
#3 Social Norms
BluSmart highlights a growing community of eco-conscious commuters, inspiring others to join in. This taps into the power of social norms, where people embrace behaviours aligned with their community; therein nurturing a shared purpose towards a cleaner environment. The company capitalises on the desire for social recognition and status,which allows users to share their eco-friendly choices on social media. Additionally, appealing to those aspiring to be trendsetters and influencers.
Are you aware of any other nudges that promote zero-emissions rides? Feel free to get in touch: hello@green-nudges.com
From Radhika Kothari, the Behavioural Strategy Lead at Sova Health, India’s pioneer in Gut Health solutions. Additionally, she volunteers as a Behavioural Scientist at Earth Hero. Her contributions include integrating elements for sustainable behaviour change, habit-building, and aligning the app with cultural contexts for climate action.
Dutch cities installed rain sensors at traffic lights that automatically shorten waiting times for cyclists during wet weather.