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How to Foster Sustainable Behaviors through Multi-Campaigns Rewarding Mechanisms: The AIR-BREAK Experience

Author

Listed:
  • Antonio Bucchiarone

    (Motivational Digital Systems (MoDiS) Research Unit, Fondazione Bruno Kessler (FBK), Via Sommarive, 18, 38123 Trento, Italy)

  • Simone Bassanelli

    (Motivational Digital Systems (MoDiS) Research Unit, Fondazione Bruno Kessler (FBK), Via Sommarive, 18, 38123 Trento, Italy
    Department of Psychology and Cognitive Science (DiPSCo), University of Trento, Corso Bettini, 84, 38068 Rovereto, Italy)

  • Annapaola Marconi

    (Motivational Digital Systems (MoDiS) Research Unit, Fondazione Bruno Kessler (FBK), Via Sommarive, 18, 38123 Trento, Italy)

Abstract

The primary objective of the AIR-BREAK mobility campaigns is to disseminate information to the general public and increase their awareness of the sustainable mobility services available. This is intended to promote the adoption of alternative, more environmentally friendly, mobility practices. Due to human heterogeneity, different individuals are motivated by different factors and for this reason the effect of intrinsic and extrinsic rewards vary from subject to subject. Depending on the citizen’s personality and preferences, specific rewarding mechanisms can have different impacts in terms of behavior change. The goal of this article is to report the rewarding mechanisms developed in the context of the project to raise citizens’ awareness, encourage participation, break bad habits and promote behaviour change towards more sustainable lifestyles. It also presents an analysis assessing the impact of the implemented rewarding systems to evaluate their real influence on eco-sustainable behaviors. The results indicate that every campaign successfully achieved its objective of modifying user behavior. Furthermore, the implementation of incentivizing mechanisms proved to be a pivotal factor in attaining this goal, exerting an impact on both the experienced fun and the behavioral outcome.

Suggested Citation

  • Antonio Bucchiarone & Simone Bassanelli & Annapaola Marconi, 2023. "How to Foster Sustainable Behaviors through Multi-Campaigns Rewarding Mechanisms: The AIR-BREAK Experience," Sustainability, MDPI, vol. 15(6), pages 1-18, March.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:6:p:5198-:d:1097888
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    References listed on IDEAS

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    4. Marcucci, Edoardo & Gatta, Valerio & Le Pira, Michela, 2018. "Gamification design to foster stakeholder engagement and behavior change: An application to urban freight transport," Transportation Research Part A: Policy and Practice, Elsevier, vol. 118(C), pages 119-132.
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