Deliverable Proof – Reports resulting from the finalisation of a project task, work package, project stage, project as a whole - EIT-BP2020 Name of KIC project the report results from that contributed to/ resulted in the deliverable Sustainable Shared Mobility (SuSMo) Name of report Co-creation of transition guidance tools on behavioural change report Summary/brief description of report A report on the activities from Trivector and the City of Stockholm with objective to research and develop guidance resources in order to improve behavioural change influence in the implementation of car-sharing clubs and other vehicle pools in European cities. Date of report 18.12.2020 Supporting Documents: attach in pdf format
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Deliverable Proof – Reports resulting from the finalisation of a
project task, work package, project stage, project as a whole -
EIT-BP2020
Name of KIC project
the report results from that
contributed to/ resulted in the
deliverable
Sustainable Shared Mobility (SuSMo)
Name of report Co-creation of transition guidance tools on behavioural
change report
Summary/brief description of report
A report on the activities from Trivector and the City of
Stockholm with objective to research and develop guidance
resources in order to improve behavioural change influence in
the implementation of car-sharing clubs and other vehicle
5. Learnings and recommendations to speed up transition ..................... 17
5.1 Recommendations on structure and strategy ......................................................................... 17
5.2 Recommendations on attitudes and behaviour ...................................................................... 17
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1. Executive Summary Shared sustainable mobility has the potential to support the transition of the
transport system towards decarbonisation. The SuSMo project is developing
guidance that will support change agents in making the shift towards shared
sustainable mobility. Research identified the following areas for further work:
• Behaviour change - how to make car usage less attractive.
• Collaboration between the private and public sectors.
• Policy regulation and procurement – development of strategic policy
platforms.
• Using data to understand the social and environmental impacts.
A challenge encountered is the lack of knowledge of the role behaviour change
has in the transition towards transport decarbonisation. This report investigates
how car-sharing schemes in Stockholm are perceived by relevant stakeholders
and which responsibilities and mandate stakeholders have in the implementation
of car-sharing services.
Learnings and recommendations to speed up transition
A good structure, contracts and responsibilities go hand in hand with increased
knowledge of effects, benefits of sharing schemes and guidance on how to
implement the schemes. Both aspects are needed to create sustainable car
sharing systems (and other shared vehicle systems) that are part of and leading
the transition towards a carbon neutral future.
Based on the study from Stockholm three major recommendations are given to
increase the knowledge of establishing car-sharing schemes.
• A structured method for monitoring and evaluation of car-sharing
projects.
• Clear incentives to establish car-sharing schemes within existing housing
areas.
• Adopt a strategy for shared mobility.
Recommendations on how to speed up the implementation and use of shared
cars and other types of shared vehicles are further described in Chapter 0
Learnings and recommendations to speed up transition.
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2. Introduction The SuSMo Project (Sustainable Shared Mobility) aims to catalyse this systemic
change by instigating behaviour change, enabling connections and
collaborations, and removing barriers through policy change. SuSMo brings
together leading European municipalities with experts in the transport sector to
provide decision-makers with tools and knowledge to maximise the benefits and
mitigate the negative impacts of shared mobility modes. Funded by the Climate
KIC (knowledge innovation community) it is catalysing system innovation in three
main areas: behaviour change and building capacity, enabling connections and
collaborations, and removing barriers through policy change and advocacy.
SuSMo was launched in 2019 and has worked with city representatives and private
sector shared mobility providers to establish the key needs and priorities for the
effective deployment of sustainable shared mobility.
Research has identified the following areas for further work:
• Behaviour change - how to make car usage less attractive.
• Collaboration between the private and public sectors.
• Policy regulation and procurement – development of strategic
policy platforms.
• Using data to understand the social and environmental impacts.
This report investigates attitudes and behaviour at an institutional and policy level
among key stakeholders in the car-sharing sector. Car-sharing is one key factor
to speed up the transition and to reach climate goals, as people without a private
car use other, more sustainable modes to a higher degree. As a basis for the
report lies an evaluation of car-sharing schemes in Stockholm, carried out
together with the City of Stockholm in autumn 2020 as part of the SuSMo project.
Behavioural change is one of four themes covered by the SuSMo project. Shared
electric mobility only supports transport decarbonisation if it is used, and there
are important barriers for people to adopt shared mobility for their trips.
Overcoming the barriers to individual behavioural change towards shared
mobility is therefore of prime importance. The barriers to use shared mobility are
also relevant to the relative ease of use of private mobility, thus barriers to
behavioural change can also be found at policy level as well as how infrastructure
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and pricing supports or impedes the relative attractiveness of different modes.
Recommendations are given on how to overcome barriers to increase the supply
of shared cars, a prerequisite to increase the use of shared cars instead of privately
owned cars. The report focuses on carsharing, but many of the conclusions and
recommendations are valid for other types of vehicles as well, i.e. shared bicycles.
2.1 Aim of the report
The report describes key aspects that stakeholders need to work on to create as
good preconditions as possible to increase the use of shared cars. The overall aim
is to support stakeholders in their decisions to accelerate the implementation of
shared sustainable vehicles in the society.
Further, the report connects collaborative aspects between stakeholders with
behaviour change theory to increase their understanding, commitment, and
ability to implement attractive and useable shared vehicle schemes.
2.2 Methodology
The report is based on existing experiences from car-sharing services in housing
areas, and interviews with officials from the City of Stockholm, property owners
and car-sharing operators. The interviews have been conducted with the aim to
get a deeper understanding on how the car-sharing services work and what
challenges that can be found.
Results and analysis of the SuSMo case study in Stockholm have been used to
write the conclusions and recommendations for this report.
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3. Analytical Framework
3.1 Framework for car-sharing schemes
When establishing car-sharing schemes in connection to properties, there are mainly
three phases that are important to have in mind. Dividing the establishment into these
three phases makes it easier to create a good understanding of the preconditions that
affect the future service.
1. Early planning phase
2. Operational and user phase
3. Monitoring and evaluation of data phase
The preconditions will differ depending on if the services are implemented in new
developments or within existing housing areas, the differences are described in coming
chapters. In Figure 1 the three phases are described.
Figure 1 Framework for the establishment of car-sharing schemes in connection to housing areas.
3.2 Behaviour change framework
Car-sharing can be seen as a new mode in the transport system, even though car-
sharing schemes have existed for more than 20 years and are widely spread over
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Europe. The real breakthrough has not come yet, which is clarified by the low
market penetration. Only 2 % of the inhabitants in Stockholm claim they have
access to (i.e. membership) a shared car.1
The introduction of “new” modes is comparable to introducing an innovation into
a new market. With that in mind, the theory of diffusion of innovations2 can be
used to describe the dissemination and evolution of the mode on the market. The
four elements that influence the dissemination of a new idea are:
• The innovation itself
• Communication channels
• Time
• A social system
An innovation must be widely adopted in order to self-sustain, which means that
it relies heavily on the acceptance and trust of individuals. Different groups of
consumers adopt new ideas at different pace, dividing the groups in innovators,
early adopters, early majority, late majority and laggards, see Figure 2.
Figure 2. The diffusion of innovations according to Rogers. With successive groups of consumers adopting the new technology (shown in blue), its market share (yellow) will eventually reach the saturation level. The blue curve is broken into sections of adopters. Source of image: Wikipedia.
According to general behaviour change theory, an individual goes through five
phases when adopting a new idea or a new habit:
1 Medborgarenkäten miljö och miljövanor i Stockholm 2016, Miljöförvaltningen, http://miljobarometern.stockholm.se/trafik/resvanor/ 2 Rogers, E, 2003 Diffusion of innovation, 5 th edition