Nudging through persuasive technology in social media to promote low carbon travel behavior in commuting and non-commuting situations

Abstract

As transport is an important field in carbon emission reduction, practitioners have often adopted nudging measures, such as persuasive technologies, to reduce carbon emissions. One notable trend of persuasive technology development is its integration into social media platforms, which aims to strengthen individual gratification and use intention, thereby encouraging low carbon travel behaviors. However, there remains a need for further investigation into the impact of such persuasive technology on low carbon travel behavior, particularly in commuting and non-commuting situations. Results from the survey and experimental study show persuasive technology embedded in the social media can improve individual low carbon travel behavior in both commuting and non-commuting situations. The analysis of influencing mechanism shows that entertainment gratification, gained from social support, and continuous use intention, stemming from system credibility, are positively associated with individual low carbon travel intention and behaviors in both commuting and non-commuting situations. Achievement gratification, obtained from primary tasks is positively linked to individual low carbon travel intentions and behaviors in non-commuting situations. Strategically, policy makers should pay attention to the use of persuasive technology embedded in social media, particular entertainment gratification and use continuous intention, to encourage individual's low carbon travel behaviors in both commuting and non-commuting situations.