SUMMARY
Rotterdam has set up an incentive scheme, based on the principles of social marketing, to encourage motorists to stop using their cars during rush hour. The system enables virtuous users - who have changed their working hours, use public transport, cycle or carpool - to earn up to €120 per month for one year. While the measure has a cost for the community, its positive impacts are undeniable: changing habits, smoother traffic, reduced fuel consumption and pollution, etc.
Keywords: climate change, climate, congestion, carpooling, environment, social marketing, mobility, nudge, pollution, quality of life, social marketing, traffic, transport, public transport, Rotterdam, Netherlands, Europe
Illustration : Creative Commons - Pixabay
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