Developing a System Dynamics Model for Creating a Learning Sustainable Mobility Culture

This paper examines the concepts of learning and diffusion within the context of sustainable mobility and urban development. A System Dynamics (SD) model is proposed, which investigates plausible strategies that can change the mindsets of people towards active mobility. Treating the learning process as a diffusion control process for changing mindsets, is central to the development of the model. Specifically, awareness strategies are investigated as well as introducing Information and Communication Technology (ICT) in a computer simulated environment. The simulation results show that changing mindsets requires time in order to go through the process of knowledge, persuasion, decision, implementation and confirmation which is influenced by the formulated strategies. Carrying out a sensitivity analysis on the various parameters, it was revealed that for changing mindsets effectively, an awareness strategy should be reinforced with the use of an ICT strategy at specific time intervals, during the diffusion process. Optimization on minimizing the required time for developing a sustainable mobility culture is carried out. Such results would be of great use for policy makers interested to promote sustainable mobility such as walking, since their decisions can be tested prior to implementation.