The influence of a gamified application on soft mobility promotion: An intention perspective. (1st June 2022)

• Record Type: Journal Article
• Authors: Daniel, Ana Dias; Junqueira, Mégane; Rodrigues, José Coelho
• Is Part Of: Journal of cleaner production. Volume 351(2022)
• Publication Date: 2022-06-01
• Subjects: Gamification -- Rewards -- Soft mobility -- TPB -- TAM; Factory and trade waste -- Management -- Periodicals; Manufactures -- Environmental aspects -- Periodicals; Déchets industriels -- Gestion -- Périodiques; Usines -- Aspect de l'environnement -- Périodiques; 628.5
• DOI: 10.1016/j.jclepro.2022.131551
• Languages: English
• ISSNs: 0959-6526

Abstract

Abstract: Despite the wide spread of gamification as a means of influencing behavior, we do not yet fully understand its effectiveness in promoting sustainable behaviors among young people. This question becomes all the more relevant when it comes to influencing their mobility habits, considering the negative impact of motorized transportation on urban livability. As a consequence, the promotion of soft mobility has been on the policy agenda in many countries. In this study, we explore the potential of gamification and the use of rewards as a way to incentivize young citizens to adopt soft mobility over motorized transports. Our goal was to understand how a gamified app with a built-in reward system can influence the promotion of soft mobility among young people in cities, focusing particularly on walking and cycling. To achieve this, we adopted a quantitative research methodology, carrying out a structured survey in three schools enrolled in the Sharing Lisboa project. We used statistical tools based on partial least squares structural equation modeling (PLS-SEM) to analyze the data. We found that an app influences the users' perception of its usefulness, leading to a positive attitude towards its use. Contrary to what was initially assumed, the reward system only influences the perceived usefulness, suggesting that it is important to convince potential users to try the system but that it does not influence their attitude. Moreover, the instrumental attitude, which is related to the benefits and functions of an app, together with the subjective (injunctive/descriptive) norms and perceived behavioral control, have a positive influence on walking/cycling travel intention. Therefore, social pressure, especially from family and friends, is important for building the intention to travel by bicycle/on foot. Highlights: Gamified apps can influence young people to opt for soft mobility means. Reward system will only influence the perceived usefulness. Instrumental attitude positively influences the intention to use soft mobility. Subjective norms and perceived behavioral control positively impact intention to use soft mobility. Social pressure is vital for adopting soft mobility behaviors.