Parallel session 7. The role of Positive Incentives as a nudge to change mobility behaviours. Antonio Rossa, Municipality of Genova

Transcription

1 Parallel session 7 The role of Positive Incentives as a nudge to change mobility behaviours Antonio Rossa, Municipality of Genova

2 BACKGROUND / 1 Demand management initiatives in Genova: from pricing to positive incentives Limited traffic zones (since 1990) EU project PROGRESS ( )» Preliminary study and pilot test of cordon pricing scheme EU project CIVITAS CARAVEL ( )» Refinement of study about cordon pricing scheme» Access control scheme to historical centre LTZ» Pilot application of mobility credits on freight distribution sector Bluarea park pricing scheme (since 2005) EU project DEMOCRITOS ( )» General study of mobility credits model applied to all transport components Positive incentives 2

3 BACKGROUND / 2 MoveUs project FP7 project: MoveUs - ICT cloud-based platform and mobility services available, universal and safe for all users main goal = design, implement, pilot, evaluate, disseminate and exploit a number of novel ICT tools for smart mobility in the context of smart cities, directly addressing real users needs while promoting a habit-change in their daily lives. Genova service: Multimodal journey planner with incentive based system and energy efficiency calculator 3

4 THE CONCEPT What are INCENTIVES for? TO CHANGE MOBILITY HABITS» strong reduction in carbon emissions and energy consumptions = eco-mobility styles = new mobility behaviours = modal shifts and substitutions and/or suppression of trips. CHANGING MOBILITY HABITS IS NOT EASY» restrictive measures, such as bans on access, access and parking payments. A NUDGE FOR CHANGING» positive incentives towards sustainable mobility» it is likely that a mix between prices, financial and social incentives can represent that nudge" strong enough to make the driver reducing of a significant percentage the mileage in urban environment or to shift to other modes. 4

5 DEFINITIONS INCENTIVES sets of material and virtual objects that help modifying the behaviour of an individual. Incentives can also be defined as the generic "money" that can be spent to get the benefits resulting from the change in behavior. In the case of Mobility the definition can be adjusted as follows: sets of material and virtual objects that help modifying the mobility behaviour to obtain a reduction of driving and/or use of alternative modes (i.e. from private vehicle to public transportation, or to a higher Euro class). Incentives can be also defined as the generic money that can be spent to get benefits. 5

6 THE MODEL The MODEL is based on 4 pillars RULES (or MEASURES): stimulate the adoption of eco-mobility behaviours» if met, permit to gain INCENTIVES INCENTIVES» i.e., discounts on tickets / fares, on local taxation / city services, free and/or extended access to Limited Traffic Zones, parking lots reserved for private cars and freight vehicles, discounted insurance,» incentives which aren t directly related to money what we call social incentives MEASUREMENT of the true mobility behaviours giving feedback to citizens» check if RULES are met in order to assign INCENTIVES DISTRIBUTION of INCENTIVES to users» in order to allow users to spend INCENTIVES 6

7 THE MODEL In the simplified model of INCENTIVES there are four types of users: Type 1: entity defining RULES (very often Public Administrations) Type 2: entity providing INCENTIVES Type 3: entity where INCENTIVES can be spent Type 4: final users (i.e. citizens, tourists) 7

8 THE MODEL In the complete model of INCENTIVES there are two additional types of users, introduced to improve to financial sustainability of the model: Type 5: entity providing COUPONS Type 6: entity providing ADVERTISEMENTS 8

9 RULES (MEASURES) TO REDUCE DRIVING FOR THE USE OF ALTERNATIVE MODES BASED ON NEGATIVE INCENTIVES Road pricing (charging drivers for driving in a particular area or road or lane) Distance-Based pricing: (charging drivers based on mileage) Parking pricing: (drivers pay directly for using parking facilities) Fuel and Carbon taxes (taxes based on the quantity of fuel and on carbon content on fossil fuel, and therefore on carbon dioxide emissions) BASED ON POSITIVE INCENTIVES Commuter Financial Incentives: (Employee Parking Pricing, Parking Cash Out, Travel subsidies, Company travel reimbursement, free or discounted transit fares provided to employees traveling by public transport, ) Teleworking High Occupancy Vehicle (HOV) Priority: (strategies giving priorities to vehicles occupied by more than one person) Road Space Reallocation: (measures aiming at providing more space for walking, cycling, ) Public Transport Incentives: (encouraging the use of public transport) Walking & Cycling Incentives: (improving bicycle parking lots and bike lanes, ) 9

10 INCENTIVES The INCENTIVES in our MODEL are of three types: MONETARY: is real money, that can be spent everywhere; IN-KIND: for example products and services or discounts that can be spent in shops participating in the project; CREDITS: points that can be gained by adopting sustainable mobility behaviours; they could give a contribution to the definition of the so-called Virtuous Citizen who is the citizen that is adopting a lifestyle with a low environmental footprint; points have the advantage to be considered a "common currency"; are associated with tangible rewards, often offered by third parties, and are particularly attractive if you replace goods and services that are not discretionary or diminish the price (e.g., car insurance policy). 10

11 MEASUREMENT MoveUs app PLAN CHOOSE 11

12 MEASUREMENT MoveUs app MONITOR EARN INCENTIVES 12

13 DISTRIBUTION MoveUs app An electronic voucher is issued AWARDS CATALOGUE SPEND 13

14 EXPLOITATION EPPI - Enhanced Platform for Positive Incentives» Genova Municipality adopted a formal act concerning IPR protection» The 3 partners (Genova Municipality, Quaeryon and Softeco) registered EPPI concept/software at SIAE (Italian Association of Authors and Editors)» The 3 partners are defining a binding agreement 14

15 Thank you! Antonio Rossa Municipality of Genoa