Investigating learning and diffusion strategies for sustainable mobility

Purpose: The purpose of this paper is to examine the concepts of learning and diffusion within the context of urban development and sustainable active mobility. A model is proposed, which treats learning as a diffusion process in a dynamic way, so that key strategies and their effects are investigated over time. Specifically, the question being examined is how learning and information technology strategies can change the mindset of people to be more physically active in their mobility around a city. This is carried out by developing a system dynamics (SD) computer simulation model, where learning strategies that promote walking can be tested prior to implementation. Design/methodology/approach: Based on the specific key stages of knowledge, persuasion, decision, implementation and confirmation, the proposed SD model incorporates individual citizen and group level learning and diffusion processes in a unified integrated approach. The SD model gives a clear picture on how learning and changing mindsets occur in the context of a city, whereby we can explore the main drivers to learn new sustainability related habits. A case study is used to contextualize and demostrate the active mobility issue, in order to develop practical scenarios for promoting a walking mindset. This is done in order to demonstrate the capabilities of the model and show its practicality. Through the model we investigate the relationships among variables such as awareness, contact, communication and adoption and evaluate their impact on city policies to promote a walking mindset. Findings: The developed SD model exhibits important dimensions, such as social learning, motivation to change behaviour and an analysis of the effects of plausible strategies for promoting sustainable active mobility. The authors have proven that through simulation experimentation, we can significantly accelerate the shaping and diffusion of a walking mindset, by influencing individual and community learning via the introduction of Information and Communication Technology in conjunction with an awareness campaign strategy. Research limitations/implications: The diagrammatic representation and the quantification of the factors that contribute to active mobility give rise to better understanding of how policy makers could promote a walking culture in a city. The implications are that the proposed SD model could be used by city planning authorities as a framework for shaping mindsets towards active and sustainable mobility. Originality/value: This paper contributes to the further understanding of learning, diffusion of new ideas and strategic planning within the city context. Through the proposed SD model, a number of strategies are formulated and tested using scenario planning, sensitivity analysis and optimization, in order to develop a walking mindset and an urban culture of sustainability.