"Smart measures and incentives to promote sustainable transport behavior."
University of Groningen - Social Psychology
Prof. dr. Linda Steg
Dr. Ellen van der Werff
1 August 2016 - 31 July 2020
Second (NWO/Dutch Science Foundation)
Accessibility and sustainability are important conditions for vital and resilient cities. However, urban areas, in particular, are facing environmental problems, including congestion, noise and air pollution as well as CO2 emissions that contribute to global climate change. These problems are mainly caused by road traffic. To address these problems, technological innovations are not sufficient; behavioural change is also needed, such as using public transportation or reducing one’s travel during rush hour. This project aims to develop and test smart measures and incentives to promote sustainable travel behaviour to address these problems. Importantly, we will examine the psychological implications of such smart incentives, with a focus on individuals’ motivations, which may influence the effectiveness and acceptability of smart incentives in important ways.