Identity priming and transport-mode choice: The case of Walloon and Flemish commuters

Details

Supervisors

Panin, Amma

Faculty

Faculté des sciences économiques, sociales, politiques et de communication

Degree label

Master [120] en sciences économiques, orientation générale, à finalité approfondie

Abstract

The present thesis observes the effect of priming on home-work commuters’ transport mode choice through the activation of Walloon-Flemish identity in Belgium. As an overwhelming majority of commuters are still taking their car to achieve their daily trips to work, the aim is here to use priming through social comparison nudges to assess whether activating linguistic identity and highlighting social norms could act as a catalyst towards environmental-friendly behaviour, helping commuters to abandon their cars in favour of cycling. This is evaluated through the difference in the intention of commuters to take their bikes when compensated with a per-km allowance, a tool already commonly used in Belgium. The data collection method through social media is also aimed at contributing at the small but developing literature on the topic. While increasing allowance levels displays promising results in terms of bicycling commuters, priming linguistic identity turns out to be largely insignificant, being only significant and powerful enough in a single case for Flemish respondents when controlling for other variables and not being significant in any observed case for Walloon respondents.