Exploring factors influencing car commuters’ willingness to participate to an app-based Voluntary Travel Behaviour Change programme

Piras, Francesco

;Sottile, Eleonora;Tuveri, Giovanni;Meloni, Italo

2025-01-01

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Abstract

The present study aims to explore, using both cluster analysis and an Integrated Choice and Latent Variable (ICLV) model, whether individuals’ intention to participate in a Voluntary Travel Behaviour Change (VTBC) programme, delivered via a smartphone application, varies according to their socio-demographic and psycho-social characteristics. The analysis is based on a sample of 1,886 car commuters involved in a VTBC programme promoting more sustainable travel behaviour in the municipality of Cagliari, Italy. The cluster analysis revealed that Concerned but Logistically Limited individuals and Community-Driven Environmentalists were more likely to use the smartphone application than Car Enthusiasts and Rational Riders. Similarly, the ICLV model indicated that the psycho-social variables Environmental concern and Attitude towards sustainable mobility positively influenced the intention to participate in the app-based programme. Taken together, these findings offer valuable insights for policymakers seeking to increase the engagement of car drivers in VTBC initiatives.