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
V. Hupe (TU Delft - Industrial Design Engineering)
G Calabretta – Mentor (TU Delft - Responsible Marketing and Consumer Behavior)
A.R. Balkenende – Coach (TU Delft - Circular Product Design)
Irene Fernandez Villegas – Graduation committee member (TU Delft - Design for Sustainability)
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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.