A large sample of Copenhagen car drivers were randomly assigned to either receive a free month travel card for public transportation or serve as a control group. As predicted, the free travel card neutralized the negative effect of car driving habits and made the use of public transportation more consistent with the traveller’s conscious intentions. However, the behavioural effects of the free travel card appeared only among individuals who had recently relocated residence or workplace, prior to the intervention. This suggests that timing is essential when designing interventions to promote alternatives to car-driving.
Collegium : Studies Across Disciplines in the Humanities and Social Sciences, 2012, p. 130-140
Habit; car-driving; free travel card; economic incentive; life events; MAPP