Nudging Travellers Towards Greener Modes: A Virtual Reality Experiment

Abstract

The growing carbon footprint of transportation calls for new travel demand management strategies. The effectiveness of soft Nudge mechanisms in different fields makes them a potentially effective TDM measure. However, implementing Nudges in real-world transport involves technological and flexibility challenges. This study uses virtual reality to evaluate the effectiveness of different Nudges that provide explicit carbon information (pre-trip, en route, and post-trip) in realistic travel scenarios. Data from 105 participants facing six choice tasks yield 1,260 observations are analysed with a dynamic repeated choice model. Results show that en-route and posttrip Nudge interventions effectively encourage participants to shift from taxi to bus travel, with both immediate and potentially lasting effects. Pre-trip nudge on the other hand had mixed effects. The novelty of this research lies in its immersive data collection approach, innovative modelling, and policy implications. These findings highlight the promise of psychologically based interventions as a TDM and offer policy-makers insights on promoting more sustainable travel behaviour in the real world.