How to Foster Sustainable Behaviors through Multi-Campaigns Rewarding Mechanisms: The AIR-BREAK Experience

Abstract

The primary objective of the AIR-BREAK mobility campaigns is to disseminate information to the general public and increase their awareness of the sustainable mobility services available. This is intended to promote the adoption of alternative, more environmentally friendly, mobility practices. Due to human heterogeneity, different individuals are motivated by different factors and for this reason the effect of intrinsic and extrinsic rewards vary from subject to subject. Depending on the citizen’s personality and preferences, specific rewarding mechanisms can have different impacts in terms of behavior change. The goal of this article is to report the rewarding mechanisms developed in the context of the project to raise citizens’ awareness, encourage participation, break bad habits and promote behaviour change towards more sustainable lifestyles. It also presents an analysis assessing the impact of the implemented rewarding systems to evaluate their real influence on eco-sustainable behaviors. The results indicate that every campaign successfully achieved its objective of modifying user behavior. Furthermore, the implementation of incentivizing mechanisms proved to be a pivotal factor in attaining this goal, exerting an impact on both the experienced fun and the behavioral outcome.