Meinhof, Mila (2025) Spending Your Pay for a Sustainable Way: Measuring Individuals’ Willingness to Financially Support Sustainable Mobility Initiatives. Bachelor thesis, Global Responsibility & Leadership (GRL).
|
PDF
BA5271509MFMeinhof.pdf Download (1MB) | Preview |
Abstract
Climate change remains a critical and undeniable global issue. The mobility sector, and especially privately owned cars, are a huge contributor to greenhouse gas emissions (GGEs), driving the anthropogenic climate change. Thus, a need to transition towards sustainable mobility solutions is undeniable. However, sustainable mobility innovations and initiatives often struggle with securing long-term financial stability, especially after initial government funding ends. This emphasises a need for additional or alternative funding methods. Therefore, this research explores how sustainable mobility initiatives could secure long-term financial support through means of crowdfunding. This thesis uses theories from psychology and behavioural economics and adopts a user-centric approach, employing a survey to explore which factors influence an individual’s willingness to financially support a sustainable mobility initiative. Notably, it focuses on the role of loss aversion, perceived attributes of the initiative (i.e. sustainability, convenience, and instrumental/financial benefits) and user engagement/previous experience with the initiative (based on frequency and duration of use). Results challenge prevailing assumptions: neither loss-framed messaging nor perceived attributes or frequency of use significantly predict financial support, while only duration of use shows a modest positive correlation. Primary limitations lie in the generalisability of the research, the limited comparability of the loss and gain frame, and the constricting scope of our willingness to support score. Further limitations and implications for future research are discussed.
| Item Type: | Thesis (Bachelor) |
|---|---|
| Name supervisor: | Unal, A.B. |
| Date Deposited: | 10 Jun 2025 09:55 |
| Last Modified: | 10 Jun 2025 09:55 |
| URI: | https://campus-fryslan.studenttheses.ub.rug.nl/id/eprint/632 |
Actions (login required)
 |
View Item |