TY - JOUR
T1 - New mobility trials and travel behaviour change for the context of a UK University campus
T2 - Insights from the “Choose Your Way Warwick” mobility hub ecosystem
AU - Papafoti, Lamprini
AU - Johal, Prabs
AU - Nikitas, Alexandros
N1 - Funding Information:
We would like to thank Aston Brand and her colleagues from AtkinsRealis who were commissioned by TfWM to undertake the previous phase of monitoring and evaluation for the Choose your Way Warwick project. The interview topic guide used for this research built upon data collection instruments used for these earlier phases of monitoring and evaluation. We also thank colleagues from TfWM's transport planning team for their input on the interview topic guide, as well as the University of Warwick transport and marketing teams for assisting our participant recruitment efforts. Finally, we are grateful to the University of Warwick staff and students who took part in this research. The research was partly supported with funding from the Department for Transport, through the West Midlands Future Transport Zone programme. The funding source did not have any involvement in the preparation of this paper.
Publisher Copyright:
© 2025 The Authors
PY - 2025/4/23
Y1 - 2025/4/23
N2 - The “Choose your Way Warwick” was a travel behaviour change Living Lab exercise funded by the UK's Department for Transport as part of the West Midlands Future Transport Zone programme. The aim of the trial, located in the University of Warwick campus, was to introduce and test new mobility services and interventions and investigate the extent to which these initiatives – collectively forming a mobility hub ecosystem − can encourage a shift from private car use to sustainable transport modes. During the trial, several new services and technologies were introduced, including e-scooters, demand responsive transport, cycle hire, and a smartphone application that was used for nudge messaging and rewards for sustainable travel. This paper presents the results from our qualitative interviews with staff and students at the University of Warwick. The interviews explored participants’ adoption and perceptions of the new mobility services as well as their current travel choices (inside and beyond the campus) and barriers to sustainable transport modes. The interviews, analysed using a data-driven thematic analysis, highlight six distinctive and diverse themes related to factors affecting the potential for travel behaviour change, namely: a) cost of travel; b) scheduling and flexibility; c) pro-sustainability attitudes and perception of sustainable travel; d) awareness and norms; e) availability of services and amenities; f) journey experience, health and safety. Significant barriers to the uptake of the mobility hub services were identified, including low awareness of the new transport services, habitual choices of car users, lack of infrastructure for active travel, and lack of transport alternatives outside of the trial area and the zone where the new services operated.
AB - The “Choose your Way Warwick” was a travel behaviour change Living Lab exercise funded by the UK's Department for Transport as part of the West Midlands Future Transport Zone programme. The aim of the trial, located in the University of Warwick campus, was to introduce and test new mobility services and interventions and investigate the extent to which these initiatives – collectively forming a mobility hub ecosystem − can encourage a shift from private car use to sustainable transport modes. During the trial, several new services and technologies were introduced, including e-scooters, demand responsive transport, cycle hire, and a smartphone application that was used for nudge messaging and rewards for sustainable travel. This paper presents the results from our qualitative interviews with staff and students at the University of Warwick. The interviews explored participants’ adoption and perceptions of the new mobility services as well as their current travel choices (inside and beyond the campus) and barriers to sustainable transport modes. The interviews, analysed using a data-driven thematic analysis, highlight six distinctive and diverse themes related to factors affecting the potential for travel behaviour change, namely: a) cost of travel; b) scheduling and flexibility; c) pro-sustainability attitudes and perception of sustainable travel; d) awareness and norms; e) availability of services and amenities; f) journey experience, health and safety. Significant barriers to the uptake of the mobility hub services were identified, including low awareness of the new transport services, habitual choices of car users, lack of infrastructure for active travel, and lack of transport alternatives outside of the trial area and the zone where the new services operated.
KW - Mobility hub
KW - Modal shift
KW - Sustainable mobility
KW - Thematic analysis
KW - Travel behaviour change
UR - http://www.scopus.com/inward/record.url?scp=105003262870&partnerID=8YFLogxK
U2 - 10.1016/j.trf.2025.04.009
DO - 10.1016/j.trf.2025.04.009
M3 - Article
AN - SCOPUS:105003262870
VL - 112
SP - 274
EP - 289
JO - Transportation Research Part F: Traffic Psychology and Behaviour
JF - Transportation Research Part F: Traffic Psychology and Behaviour
SN - 1369-8478
ER -
