Whoever thought that the only elements people need to make more sustainable transport choices are reasonable prices and good information, should think again – because social influence will also play a significant role.
That’s the verdict of research by the Institute of Transportation Studies at the University of California at Davis which suggests that more in-depth synthesis needs to be taken into the role of social interactions in policy design.
Jonn Axsen, who led the research, identified five theoretical perspectives on interpersonal influence: contagion, conformity, dissemination, translation and reflexivity:
- Contagion: Early adopters or experts help transmit information to build the public’s awareness of the product or practise. However, it neglects important nuances of interpersonal influence as functional information is not the only type of information shared.
- Conformity: This looks at individual perceptions of others’ thoughts and actions. This includes the proportion of the relevant social system that must engage in the behaviour before an individual will join.
- Dissemination: Defined as “diffusion that is directed and managed” by an organised group this seeks to explain how motivated individuals interact and collaborate to provide societal benefits.
- Translation: How consumers figure out the personal benefits and costs of the technology – i.e. “I know hybrid cars exist, but will they save me money?”
- Reflexivity: This is how consumers related to technology and their personal values – for example, will they start to commit to a more environmentally friendly lifestyle.
