Exploring factors influencing car commuters’ willingness to participate to an app-based Voluntary Travel Behaviour Change programme

The present study aims to explore, using both cluster analysis and an Integrated Choice and Latent Variable (ICLV) model, whether individuals’ intention to participate in a Voluntary Travel Behaviour Change (VTBC) programme, delivered via a smartphone application, varies according to their socio-demographic and psycho-social characteristics. The analysis is based on a sample of 1,886 car commuters involved in a VTBC programme promoting more sustainable travel behaviour in the municipality of Cagliari, Italy. The cluster analysis revealed that Concerned but Logistically Limited individuals and Community-Driven Environmentalists were more likely to use the smartphone application than Car Enthusiasts and Rational Riders. Similarly, the ICLV model indicated that the psycho-social variables Environmental concern and Attitude towards sustainable mobility positively influenced the intention to participate in the app-based programme. Taken together, these findings offer valuable insights for policymakers seeking to increase the engagement of car drivers in VTBC initiatives.