EUROPEAN GREEN DEAL AND THE NEW POLICY GOALS IN TRANSPORT AND MOBILITY - HOW GAMIFICATION CAN INFLUENCE PRO-ENVIRONMENTAL BEHAVIOUR FOR CUTTING CARBON EMISSIONS IN THE EU

Abstract

Road traffic is one of the major sources of many of the worst pollutants, including carbon dioxide (CO2), carbon monoxide, carcinogenic particles and noise. The past decades have seen a dramatic rise in these harmful effects on human health, that proved to cause at the same time massive damage to the natural and built environment. In response to this aggravating situation, the new European Commission’s President Ursula von der Leyen placed as the centrepiece of her political mandate ‘the European Green Deal’, a comprehensive climate and nature package of measures to make Europe climate neutral by 2050. To reach this very ambitious goal, there is a need for very creative and efficient policy solutions. And this is the scope of the current study. As the sustainability concerns become vital for policy planning, the paper advocates for the need of all EU’s main stakeholders to realise the potential of ‘green gamification’ to help EU member states reach these ambitious policy goals, particularly in the field of transport and mobility - which are of crucial importance for overall CO2 reduction. Placed at the intersection of technology innovation and the need to find more efficient ways to protect the environment, ‘green gamification’ is an emerging concept that refers to the usage of game mechanics when it comes to engaging people, with the purpose to change their behaviour on sustainability issues. In short, it aims to motivate a sustainable behaviour within companies, institutions and citizens, with the use of interactive games, in order to fight against pollution and climate change. Applied to the field of transport and mobility, green gamification implies using strategies to cut carbon emissions especially by convincing people to reduce the use of private cars. But how can we better incentivise citizens’ behaviour for cutting carbon emissions and achieve the new EU transport and mobility policy goals for 2050? To tackle this relevant question the article aims to assess the potential of ‘green gamification’ to help EU member states reach these ambitious policy goals.