F.M. Tammen; E. Lauper (chair); K. Röderer; B. Verplanken. Location: A2

A new perspective on the change of electric vehicle acceptance with driving experience

F. M. Tammen, M. Horn, M. Luckhof, B. Lehde, J. Schmiesing, & F. Eggert

Electric vehicles (EV) are one form of sustainable transportation and could play an important role in reducing CO2 – emission. To promote EVs it is important to identify aspects that drive EV acceptance. In the current study we targeted the problem of different results concerning the influence of driving experience with an EV on acceptance and the discrimination of perceiving an EV as main or secondary car. For that purpose we performed a field study with participants (N = 56) having a three year driving experience with an EV in two suburban German areas. Assumptions for modelling acceptance were based on the SORKC-Model. We could identify different courses of acceptance over time of EV usage and experienced consequences differentiated between courses of acceptance. Furthermore, expectation of utility of a new EV is not necessarily a continuation of evaluated utility of another EV. Also, the possibility to use an EV for most of everyday trips and choosing it above an ICE (internal combustion engine) in those cases, does not seem related to its perception as main car. Further determining important differentiating variables for courses of acceptance and perception as main or secondary car, could yield important information to promote the EV.

Promoting a Low-Noise Driving Style: An Eco-Driving Intervention Study

E. Lauper, S. Moser, & M. Fischer

Road-traffic noise impairs the well-being and health of many people. Motivating car drivers to voluntarily adopt a low-noise driving style (i.e., eco-driving) contributes to the reduction of road-traffic noise, complementary to requirements, bans, and laws. In a field study with employees of a municipality (N = 88), we investigated the effects of an intervention on car drivers’ motivation to prevent road-traffic noise, motivation to practice eco-driving, and driving behavior. The intervention consisted of a leaflet intended to enhance participants’ motivation, a practical eco-driving course, and weekly driving-performance feedbacks. We used a switching-replications design with two intervention groups. In both groups, eco-driving behavior was significantly strengthened by the intervention. The effects on the motivational variables were significant in only one of the groups (however, it should be noted that the average motivation was already relatively high before the intervention). For one of the groups, the study design allowed testing for the effects at an additional follow-up assessment (4 months after the intervention). The results showed that the intervention effect on driving behavior held across this period. The findings of the present research suggest that it is possible to improve car driver’s behavior with regard to a low-noise driving style.

Mobile Persuasion: Influencing mobility behaviour through mobile devices

K. Röderer, S. Prost, P. Fröhlich, & M. Tscheligi

Unsustainable individual mobility behaviour is closely related to various environmental and traffic problems. Many environmental psychological interventions target individual motivation for green transportation behaviour towards CO2 emissions reduction. For this purpose, persuasive technologies, which aim at changing attitudes towards behaviours, are highly suitable. In the mobility context, persuasive strategies are most effectively applied on mobile devices while the individual is on the move, guiding and supporting him/her in finding more sustainable trips and transport options, and providing a convenient user experience. In three international research projects, we investigated preconditions and effects of such persuasive technologies in the mobility context. Factors underlying wayfinding processes in large public spaces were identified using mobile eye-tracking. Further, persuasive strategies were implemented in a multi-modal trip planner for smartphones, aiming at influencing users to consider the environmental friendliness of travel modes. The potential of mobile persuasive gamification approaches was investigated in order to enhance the perception of alternative travel options and stimulate habit changes. Findings showed that persuasive strategies led to an increased awareness of personal environmental impact, reconsideration of mobility habits, and increased use of sustainable modes of travel. Further possibilities and limitations of persuasive technologies for fostering sustainable mobility behaviour will be discussed.

Empowering interventions to promote sustainable lifestyles: Testing the habit discontinuity hypothesis in a field experiment

B. Verplanken & Deborah Roy

Promoting environmentally friendly behaviors is arguably one of the most difficult targets in the domain of behaviour change. One of the reasons is that many behaviours are strongly habitual. The present study tested the hypothesis that a behaviour change intervention is more effective if it is delivered in the context of a life course change, in this case moving house. The assumption is that such events temporarily unfreeze existing habits. Individuals may then be more interested in information, in the mood for change, and willing to making more sustainable choices. This hypothesis was tested in a field experiment among 800 households in Peterborough, who received a tailored intervention, or were part of a control group. Half of the participants recently moved house. The frequency of 25 behaviours were reported at baseline and eight weeks later. While controlling for baseline frequencies, habit, and traditional determinants of behaviour, and compared to the control group, the intervention was more effective among participants who had recently relocated. The results provided support to the notion that “moments of change” provide opportunities to increase the effectiveness of a behaviour change intervention. Implications for theory and practice will be discussed.