Attitudes, Time Pressure, and Behavior Change Techniques Affect Route Journey Planning Decisions: Evidence from an RCT

Emma Maier (), Lewis Turner-Brown, Andrew Broadbent and Jonathan Freeman
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Emma Maier: Department of Psychology, Goldsmiths, University of London, 8 Lewisham Way, London SE14 6NW, UK
Lewis Turner-Brown: i2 Media Research, Goldsmiths, University of London, New Cross, London SE14 6NW, UK
Andrew Broadbent: R&D Centre, Hitachi Europe Limited, Ditton Park, Riding Court Road, Datchet, Slough SL3 9LL, UK
Jonathan Freeman: Department of Psychology, Goldsmiths, University of London, 8 Lewisham Way, London SE14 6NW, UK

Sustainability, 2025, vol. 17, issue 3, 1-25

Abstract: Transport emissions are a major contributor to global CO 2 emissions, requiring interventions to promote sustainable travel behaviors. This study examines how behavior change techniques (BCTs), attitudinal and behavioral segmentation, and time pressure influence green route selection in a simulated journey-planning app. Using a randomized 2 × 3 × 3 factorial design, 600 UK participants completed travel booking tasks under three time-pressure scenarios (low, moderate, high) using either a control app or a BCT-enhanced intervention app. Participants were segmented based on environmental attitudes, public transport preferences, and travel needs. Multilevel logistic regression showed significant main effects for condition, segment, and time pressure. Participants using the intervention app were more likely to select green routes (5.39, p < 0.001). Segments with a more positive attitude to public transport demonstrated higher baseline green route selection compared to those with low public transport attitudes (odds ratio [ OR ] = 0.31, p = 0.020). Moderate time pressure facilitated the highest likelihood of green route selection, while low ( OR = 0.16, p < 0.001) and high ( OR = 0.48, p < 0.001) time pressures reduced green bookings. Interaction effects were non-significant, potentially reflecting the sample size. The findings highlight the potential of BCT-enhanced apps to promote sustainable travel, particularly when tailored to user segments and designed to address time pressure. Future research should explore real-world applications and intervention durability.

Keywords: sustainable mobility; environmental behavior; behavior change; behavior change techniques; attitudinal segmentation; time pressure; mobility as a service; MaaS; randomized controlled trial; factorial study (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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