Disrupting travel decisions with personalised travel nudges
Timely and individualised text messages, encouraged active and greener travel decisions to and from work.
What unsustainable behavior needs to change:
In the UK, 20% of journeys under 1 mile are made by private car, while journeys under 2 miles account for 40% of personal vehicle usage. . These short hop trips are prime candidates for behavioural nudges to encourage behaviour change. While some of these journeys may necessitate a car (for those unwell, with disabilities, or carrying large loads), many will be the result of behavioural habits.
The UK struggles with a car-centric culture and patchy access to public transport, as well as insufficient ‘active’ travel options that feel safe and affordable. However, behavioural nudges can provide a tool for effecting some positive change, particularly in reducing private car use for single person trips.
The Green Nudge:
Felicity was the research lead for a project in the North of England that tested green travel nudges via WhatsApp messages. The research team wanted to test whether a well timed and appropriate ‘nudge’ can change thinking, disrupt habitual behavioural patterns and change behaviour choices. The ultimate goal of the project was to encourage more people to choose alternative modes of transport outside of cars.
The chosen approach was ‘Wizard of Oz’, where researchers designed personalised nudges for 12 research participants, and sent these at times they knew would disrupt travel decisions, such as one hour before and one hour after participants were due to set off on journeys to/from work.
The approach mirrored an automated system but was designed to test the success rate, with a small sample of highly personalised travel nudges. The nudges came twice per day and included health nudges (‘Did you know you could burn 300 calories by cycling to work today?’), weather nudges (‘It’s set to be a beautiful day – why not walk to your meeting 😊’), and information nudges about sustainable transport options (‘Did you know you could get the number 19 bus home today at 16.50? Route attached’).
The result: After 2 weeks, the research found that 80% of participants felt they understood more about their travel options than they had prior to the research trial. 70% said it was likely they would travel more sustainably in the future, and 20% wanted to give up a household car after being involved!
Are you aware of any other nudges that help to promote green mobility? Feel free to get in touch: hello@green-nudges.com
From Dr. Felicity Heathcote-Márcz, who has led numerous behavioural research projects for major public and private sector clients. She specialises in ethnographic research methods and mixed-methods approaches to deliver operational and customer-focused results. Felicity has also spearheaded high-profile social value work, while engaging stakeholders to fully understand intervention impacts, as well as serving many clients in the transport and future mobilities sector.
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