Key considerations for developing effective digital mobility nudges for teenagers

Details

Supervisors

Swaen, Valérie

Faculty

Louvain School of Management

Degree label

Master [120] : ingénieur de gestion, à finalité spécialisée

Abstract

The transport and mobility sector is a major polluter nowadays. The urgency of climate change forces us to adopt more sustainable commuting habits. This research focuses on the Nudge theory as a method, developed in the existing literature, to alter behaviors. We aim to explore factors influencing teenagers’ mobility behaviors and the effectiveness of nudges on them, to develop effective digital mobility nudges that guide them towards more sustainable mobility behavior. We also examined if social parameters and teenagers’ knowledge about mobility impact their habits and nudges' effectiveness. We conducted three focus groups with 18 teenagers (ages 14 -18), to discuss their mobility habits; value of social interaction; perception of sustainable modes of transport; intelligence on sustainable mobility, and nudges' effectiveness. The analyses stressed the importance of social interaction, without comparison, for teenagers and their relatively positive reactions to educational nudges, while nudges using rewards; feedback; or gamification elements seemed inefficient and even counterproductive. This research underscores the need to tailor nudges to the audience and context to increase their effectiveness, as teenagers can react differently than adults, and the sector and context influence their decisions. Future research should further explore factors influencing teenagers’ mobility behavior; compare their reactions to nudges with adults’ reactions and test other nudges and behavior change techniques.