Understanding the Relationship Between Social Behavior Change and Resistance in Sustainable Urban Mobility
Sustainable urban mobility is central to tackling climate change, improving public health, and building inclusive, livable cities. Yet, achieving widespread adoption of sustainable transport modes requires more than infrastructure investments or new technologies - it demands deep social behavior change. Shifting people’s motivations, attitudes, and everyday travel habits is essential for a genuine transition.
The URBACT S.M.ALL project (Sharing Urban Solutions towards Sustainable Mobility for ALL), supported by the URBACT IV programme (2021–2027), addresses this challenge by placing people and social dynamics at the heart of mobility planning. S.M.ALL strives to rethink urban mobility as truly inclusive, sustainable, and centered on real human needs, especially for vulnerable populations such as the elderly, persons with disabilities, children, low-income groups, and residents in peripheral areas.
Key Factors Influencing Social Behavior Change in Sustainable Mobility
Motivation and knowledge are fundamental to encouraging sustainable mobility. When individuals understand the environmental, economic, and social benefits of eco-friendly transport, their intrinsic motivation grows, leading to more positive attitudes and choices (Ferreira & Liu, 2023). Social norms—both descriptive (what others do) and injunctive (what society expects)—strongly shape behavior, especially when reinforced by digital tools like apps and social media that amplify community engagement and feedback (Javaid et al., 2020; Gabrielli et al., 2014).
Challenges arise from focusing too narrowly on individual behavior without addressing systemic barriers, and from infrastructural gaps that limit sustainable options (Javaid et al., 2020). Without safe, accessible infrastructure and supportive policies, even motivated individuals struggle to shift practices. Travel Demand Management (TDM) programs can help but must be tailored to local contexts to avoid unintended effects (Batur & Koç, 2017).
Effective strategies combine social and technical measures, aligning infrastructure improvements with behavioral change initiatives to create synergy and greater impact (Brand, 2008; Nikulina et al., 2019). Using social norms in targeted interventions - focusing on specific population groups - enhances effectiveness and fosters lasting change (Prillwitz & Barr, 2011; Yamin et al., 2019).
Reframing Sustainable Mobility: A Human-Centered and Equity-Driven Vision
S.M.ALL promotes a transformative view of sustainable mobility that goes beyond technical fixes like traffic flow and infrastructure. It centers mobility as a vital social and political issue—one that enables participation, opportunity, and wellbeing. Crucially, this vision recognizes that lasting change depends on shifting behaviors and social norms, emphasizing empowerment, inclusivity, and the active engagement of communities in shaping how they move.
The S.M.ALL Approach: Integrated Social and Technical Solutions
The unique strength of S.M.ALL lies in its holistic integration of behavioral insights with technical, infrastructural, and policy measures. Each partner city co-creates Integrated Action Plans with diverse stakeholders, ensuring solutions respond to local social realities and infrastructure gaps.
For instance, S.M.ALL partners are designing:
- Pilot interventions combining behavioral nudges and infrastructure changes—such as timed street closures near schools—to promote walking and reduce car traffic, improving safety and social cohesion (Ferrara, Quadrilátero Urbano, Bucharest).
- Digital tools that enable citizens to report mobility barriers, strengthening responsiveness in urban planning and increasing civic engagement (Komotini, Quadrilátero Urbano, Sofia).
- Community engagement programs and co-creation labs that involve youth and vulnerable groups, reinforcing social norms supportive of sustainable behaviors and empowering local ownership (Komotini, Strasbourg, Bucharest).
- Inclusive mobility services, such as lending libraries for mobility aids or tailored transport options, directly addressing accessibility challenges (Larissa, Komotini, Druskininkai, Škofja Loka).
Through integrated actions, S.M.ALL demonstrates that social innovation and technical improvements reinforce each other, making sustainable mobility systems more accessible, attractive, and equitable.
The S.M.ALL project illustrates that sustainable urban mobility depends as much on social change as on technical solutions. By putting people—not vehicles—at the centre, focusing on social behavior change, and integrating infrastructure, technology, and community engagement, cities can build inclusive, resilient, and responsive mobility systems.
Sustainable mobility is not just about movement, it reflects who we are as communities and how we ensure that everyone, regardless of age, ability, income, or place of residence, can participate fully in urban life with dignity and opportunity.
References
Ferreira, L., & Liu, J. (2023). Social Determinants, Motivation, and Communication: How People Perceive and Choose Sustainable Mobility at a Local Level in Portugal. Sustainability. https://doi.org/10.3390/su151813294
Gabrielli, S., Forbes, P., Jylhä, A., Wells, S., Sirén, M., Hemminki, S., Nurmi, P., Maimone, R., Masthoff, J., & Jacucci, G. (2014). Design challenges in motivating change for sustainable urban mobility. Comput. Hum. Behav., 41, 416-423. https://doi.org/10.1016/J.CHB.2014.05.026
Nikulina, V., Simon, D., Ny, H., & Baumann, H. (2019). Context-Adapted Urban Planning for Rapid Transitioning of Personal Mobility towards Sustainability: A Systematic Literature Review. Sustainability. https://doi.org/10.3390/SU11041007
Javaid, A., Creutzig, F., & Bamberg, S. (2020). Determinants of low-carbon transport mode adoption: systematic review of reviews. Environmental Research Letters, 15. https://doi.org/10.1088/1748-9326/aba032
Yamin, P., Fei, M., Lahlou, S., & Levy, S. (2019). Using Social Norms to Change Behavior and Increase Sustainability in the Real World: A Systematic Review of the Literature. Sustainability. https://doi.org/10.3390/su11205847
Batur, I., & Koç, M. (2017). Travel Demand Management (TDM) case study for social behavioral change towards sustainable urban transportation in Istanbul. Cities, 69, 20-35. https://doi.org/10.1016/J.CITIES.2017.05.017
Prillwitz, J., & Barr, S. (2011). Moving towards sustainability? Mobility styles, attitudes and individual travel behaviour. Journal of Transport Geography, 19, 1590-1600. https://doi.org/10.1016/J.JTRANGEO.2011.06.011
Brand, R. (2008). Co-evolution of technical and social change in action: Hasselt's approach to urban mobility. Built Environment, 34, 182-199. https://doi.org/10.2148/BENV.34.2.182
