Move us project (ICT cloud-based platform, mobility services) is based on the concept of positive incentives as a new approach to promote behavior change users.
The idea of project based on ICT system supports was to promote the behaviour change of users and to create sustainable habits through the use of positive incentives. Virtuous behaviours can be defined, assessed and awarded to create a better traffic situation and transport conditions.
With a mobile APP citizens can to monitor own trips and to gain “credits or points” to spend at affiliated shops or local transport operators or other.
The “Positive incentives” can promote and improve for example use of Local Public Transport or bike for daily trips in urban area.
The incentives, provided through an ICT cloud-based platform for all users, are created specifically for the needs of real users in order to promote changes in travel daily habits.
Changing travel habits is not easy and therefore traffic managers apply restrictive measures, as limited access zones, access payments and parking payments.
The idea is offer to people ”positive incentives” instead ”negative incentives” to achieve a strong reduction in carbon emissions and energy consumption and to have an eco-mobility life-style.
About urban traffic and mobility, positive incentives can be complementary to measure to existing restrictive actions.
During the project a little group of volunteer people tested the mobile prototype application and they answer at questionnaire about usability and satisfaction about APP services and incentives system.
Financed by FP7-ICT
Total budget for Genoa city €112.820
Evidence of success
From this testing we obtained an interesting results with a comparison of a past project (Civitas Caravel) about "negative incentives" (with restrictions measures). Positives incentives are more attractive for users to change mobility habits. We compared the results of the positive incentives (MoveUs data) and the negatives (Caravel data) estimating the modal change in agree to the value of the award offered and we obtained that the positive incentives have an average rate success higher of 15%.
The change of behaviour is not easy in particular about mobility habits and the most challenge is to find a right balance between positive measures and restrictive measures, but also to direct the policies to what users really need.
Potential for learning or transfer
Incentive measures for sustainable mobility in urban areas can be further explored for home to school/university travels.
In this context, the Municipality of Genoa is carrying out further initiative with other initiatives about incentives for mobility behaviour change through actions about the implementation of incentive policies for modes of transport with low environmental impact dedicated at students trips.
Moreover Municipality would to provide at the development of a business model to ensure the self-sustainability of proposed interventions useful for all kind of incentive systems.
In this objective it is very important to carry out a campaign of marketing and communication.
This model could be transferred to all change of habits, not only for mobility but also for other, for instance garbage collection, etc.
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