Behavioural interventions for micro-mobility adoption: Low-hanging fruits or hard nuts to crack?

Abstract

This study explores the potential and challenges of applying behavioural interventions to promote micro-mobility adoption. Our online experiments with New York City residents showed that nudges and faming improved respondents’ willingness to adopt e-scooters significantly. Moreover, our experiments spanned over the pre-, during- and post- COVID-19 lockdown period in New York City. Findings from this natural experiment revealed that the effect of these behavioural interventions varied significantly during the pandemic, likely due to a heightened level of health consciousness and a new perspective regarding social interactions. Behavioural tools cannot be taken off-the-shelf and applied as a blanket policy. Individual and group characteristics have to be assessed to devise the pre-eminent behavioural interventions for a particular target audience. More experiments across a wide range of economic, social, cultural, and political settings are needed to guide the application of behavioural interventions in transportation studies.