Sustainable behavior change towards short-haul flights for business trips

Applying the Fogg Behavior Model to determine how to change the mindset towards flying for business with the aim to reduce the impact of flying

Master thesis (2022)

Authors

V. Hupe Industrial Design Engineering

Contributors

G. Calabretta Responsible Marketing and Consumer Behavior (mentor)
R. Balkenende Circular Product Design - IDE (coach)
I.F. Villegas Design for Sustainability - IDE (graduation committee member)
Faculty
Industrial Design Engineering, Industrial Design Engineering
Copyright: © 2022 Victor Hupe
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Published Date

09-11-2022

Language

English

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Faculty

Industrial Design Engineering

Abstract

Companies let their employees take short-haul flights for business trips while there are alternative, more sustainable, modes of transport. Understanding the motivation of the company and their employees for flying is essential to create a design solution which could change their behavior. To reach the goal of a maximum global temperature rise of 1.5 degrees by 2050, we have to change our polluting behavior as much as possible. The data reported in this report is drawn from both a literature study and a series of qualitative, semi-structured interviews. The results of the research show that for the company the motivation to go on a business trip is driven by social motivators. The motivation of employees is driven by emotional motivators. Both the company and the employees experience physical motivators when choose to fly (compared to other modes of transport). The design solution is a seminar that helps creating awareness about the impact of short-haul flights in combination with a website, where users are guided in their decision to go on a business trip and in their choice for the best suited (sustainable) mode of transport.