Changing travel behaviour: Lessons from 'behavioural economies'

摘要

Road pricing and other fiscal means of influencing travel decisions have lost favour, but study of travellers' economic decisions suggests a new way of changing - or 'nudging' - behaviour. Concerns over climate change, air pollution, health and congestion on the road network are leading governments to take action to change the way people travel. Individuals are being encouraged to behave in more sustainable ways. Economic interventions, such as road user charging or fuel tax, have a rationale but are unpopular. Insights from behavioural economics, however, inspire 'softer' interventions to influence travel decisions without limiting freedom of choice. This article discusses how new developments in behavioural economics might be relevant to transport and illustrates the use of 'nudges' to encourage decisions in favour of preferable travel options.