Can non-financial incentives change our mobility behaviour?

Abstract

A concentration of mobility to one point in space and point in time causes problems, for example congestion. Governments on different levels take action to reduce congestion. An example of such policy is Spitsmijden, where travellers earn a financial reward for each time they avoid a car trip in peak period. These projects are often temporary (because of financial aspects) and do not result in a structural and sustainable change of mobility behaviour. A more sustainable way of seducing travellers to 'better' mobility behaviour can be providing non-financial incentives. But there is not a lot of experience with this and the effectiveness is uncertain. This research investigates the potential of non-financial incentives in influencing mobility behaviour. To give an answer on this question the results of a survey for the SUNSET-project are analyzed. Next to that, in-depth interviews with a number of experts on influencing mobilty behaviour are done. Concluded can be that mobility behaviour to a large extent is habitual behaviour. Only when a situation (in work or personal life) changes, mobility behaviour is likely to be affected by non-financial incentives, in this case mainly good travel information. People need an external trigger to change their mobility behaviour. Non-financial incentives can be such a trigger, because they can reduce the perceived costs of other than habitual behaviour. The degree to which mobility behaviour changes because of non-financial incentives is dependent on the situation where these incentives are applied. Incentives will be more effective when they better fit to personal circumstances.