Turning the wheel of behavior change −An experimental vignette design on incentives for electric vehicle adoption in the workplace

IF 4.4 2区工程技术 Q1 PSYCHOLOGY, APPLIED

Transportation Research Part F-Traffic Psychology and Behaviour Pub Date : 2025-07-29 DOI:10.1016/j.trf.2025.07.030

Daniel Guzmics, Florian Kutzner

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引用次数: 0

Abstract

This study assesses the potential for workplace interventions to increase employees’ willingness to adopt electric vehicles (EVs) in corporate fleets across Germany and Austria. Using on the COM-B model, the Behavior Change Wheel (BCW), and a “mobility persona” framework which we proposed in a previous study, the effects of motivational and opportunity-focused interventions on post-intervention willingness to adopt an EV as corporate car are studied. A total of 576 company car users participated in an online experimental vignette design, where they were exposed to randomized AI-generated video messages containing bundles of behavior change techniques (BCTs). Descriptive analyses show that approximately 40% of respondents exhibited high motivation and opportunity (Innovators), while another 40% lacked both (Non-Adopters). Regression analysis revealed that motivation-focused interventions – which included monetary benefits – significantly increased willingness to adopt EVs across all groups. In contrast, opportunity-focused interventions – such as managerial support – were only effective for individuals with low baseline perceptions of opportunity. The findings highlight the role of both psychological drivers and perceived structural and social barriers to promoting transport behavior change.

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推动行为改变——一个关于在工作场所采用电动汽车的激励机制的实验性小插图设计

本研究评估了工作场所干预的潜力，以提高员工在德国和奥地利的公司车队中采用电动汽车（ev）的意愿。利用COM-B模型、行为改变轮（BCW）和我们在之前的研究中提出的“移动性人物”框架，研究了动机和机会导向干预对干预后企业采用电动汽车意愿的影响。共有576名公司汽车用户参与了一项在线实验小插曲设计，在那里他们被随机暴露在人工智能生成的包含行为改变技术（bct）捆绑的视频信息中。描述性分析表明，大约40%的受访者表现出高度的动机和机会（创新者），而另外40%的受访者两者都缺乏（非采用者）。回归分析显示，以动机为中心的干预措施（包括金钱利益）显著增加了所有群体采用电动汽车的意愿。相比之下，以机会为中心的干预措施——比如管理支持——只对对机会的基本认知较低的个人有效。研究结果强调了心理驱动因素和感知到的结构和社会障碍在促进交通行为改变方面的作用。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Transportation Research Part F-Traffic Psychology and Behaviour Multiple-

CiteScore

7.60

自引率

14.60%

发文量

239

审稿时长

71 days

期刊介绍： Transportation Research Part F: Traffic Psychology and Behaviour focuses on the behavioural and psychological aspects of traffic and transport. The aim of the journal is to enhance theory development, improve the quality of empirical studies and to stimulate the application of research findings in practice. TRF provides a focus and a means of communication for the considerable amount of research activities that are now being carried out in this field. The journal provides a forum for transportation researchers, psychologists, ergonomists, engineers and policy-makers with an interest in traffic and transport psychology.