Can social comparisons and moral appeals encourage low-emission transport use?
Because company cars add to corporate CO2 footprints, companies are beginning to replace cars with mobility budgets that employees can use for leisure and commuting trips. This study examines whether nudges can encourage sustainable travel in such a subsidized setting. We conduct a field experiment...
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| Published in: | Transportation research. Part D, Transport and environment Vol. 133; p. 104289 |
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| Main Authors: | , , |
| Format: | Journal Article |
| Language: | English |
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Elsevier Ltd
01.08.2024
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| ISSN: | 1361-9209 |
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| Abstract | Because company cars add to corporate CO2 footprints, companies are beginning to replace cars with mobility budgets that employees can use for leisure and commuting trips. This study examines whether nudges can encourage sustainable travel in such a subsidized setting. We conduct a field experiment with 341 employees of a large German company. Observing expenditure items charged to the mobility budget, we test if social comparisons and a climate-related moral appeal induce a shift towards low-emissions transport modes. We find that simultaneous application of both nudges causes a reduction in car use, particularly taxi and ride sharing, as well as substitution towards micromobility, but not public transport. The social comparison alone is not effective, and the treatment effects of the combined nudge vanish in the second half of the treatment period. Survey evidence suggests that these results are driven by a minority that complies with the communicated social norm. |
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| AbstractList | Because company cars add to corporate CO2 footprints, companies are beginning to replace cars with mobility budgets that employees can use for leisure and commuting trips. This study examines whether nudges can encourage sustainable travel in such a subsidized setting. We conduct a field experiment with 341 employees of a large German company. Observing expenditure items charged to the mobility budget, we test if social comparisons and a climate-related moral appeal induce a shift towards low-emissions transport modes. We find that simultaneous application of both nudges causes a reduction in car use, particularly taxi and ride sharing, as well as substitution towards micromobility, but not public transport. The social comparison alone is not effective, and the treatment effects of the combined nudge vanish in the second half of the treatment period. Survey evidence suggests that these results are driven by a minority that complies with the communicated social norm. |
| ArticleNumber | 104289 |
| Author | Wagner, Ulrich J. Gessner, Johannes Habla, Wolfgang |
| Author_xml | – sequence: 1 givenname: Johannes surname: Gessner fullname: Gessner, Johannes email: johannes-gessner@gmx.net organization: Graduate School of Economic and Social Sciences, University of Mannheim, L7, 3-5, 68161 Mannheim, Germany – sequence: 2 givenname: Wolfgang orcidid: 0000-0003-1164-0962 surname: Habla fullname: Habla, Wolfgang email: wolfgang.habla@dhbw.de organization: School of Business, Baden-Wuerttemberg Cooperative State University Villingen-Schwenningen, Friedrich-Ebert-Str. 30, 78054 Villingen-Schwenningen, Germany – sequence: 3 givenname: Ulrich J. orcidid: 0000-0002-4046-2803 surname: Wagner fullname: Wagner, Ulrich J. email: ulrich.wagner@uni-mannheim.de organization: Department of Economics, University of Mannheim, L7, 3-5, 68161 Mannheim, Germany |
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| Keywords | Social comparison Moral appeal L91 Mobility budget Randomized experiment Nudging D04 Habit formation C93 D91 |
| Language | English |
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