Can Behavioural Nudges Promote Sustainable Transport on the U1 and U2 Bus services?

As a final-year undergraduate student, studying BASc Economic Studies and Global Sustainability Development, I had the opportunity to turn Warwick’s campus into a site of research through the Living Lab. For my dissertation, I examined the question ‘Can Behavioural Nudges Promote Sustainable Transport on the U1 and U2 Bus services?’

My aim for the project was to find out students’ opinions on different behavioural nudging techniques, such as, offering off-peak discounts or providing real-time crowding information, to gently shift when students choose to travel, without coercion. To investigate this, I designed and conducted a mixed-methods online survey targeting Warwick students who use the U1 and U2 bus services between Warwick campus and Leamington Spa.

Research Design

Conducting research within this Living Lab framework meant that my thesis was not just theory driven, it was grounded in real-life transport issues impacting students at the University of Warwick. From identifying research gaps to hearing firsthand from students, the process was dynamic and deeply participatory.

The data collection phase involved recruitment posters (with a QR code) across campus, email outreach via university departments and a carefully structured survey. With 64 student responses, I gathered both quantitative data ( e.g., preferred travel times and perceived effectiveness of certain nudges) and qualitative data (e.g., what students found frustrating, what might motivate change, and what suggestions they had). It was inspiring to see how many students took the time to articulate their thoughts and it was eye-opening to read so many responses and recognise trends within responses.

Student Opinions and Further Action

One of the most exciting aspects of this research was how it could form the basis for further experimentation of nudges. My findings suggested that students were especially responsive to the idea of off-peak fare discounts and real-time crowding updates. However, they also voiced frustration about service reliability and a lack of communication around existing incentives.

This kind of preliminary research is vital. Before implementing any costly interventions, it's important to test assumptions about how people might respond. Survey data like mine helps pinpoint what students find most compelling, as they are the ones with the firsthand experience and knowledge of the service, and so this can point out what barriers still need to be addressed.

By sharing these, the project can help inform future initiatives. Whether it’s trialling an off-peak bus pass or improving app-based information about crowding, behavioural nudging can become a powerful and affordable part of a broader toolkit for improving sustainable mobility on campus.

Final Thoughts

Working through the living lab gave me the opportunity to move beyond the traditional classroom and make a tangible contribution to campus life. The project not only deepened my understanding of behavioural economics in practice but also allowed me to develop hands-on research skills, from ethical design to thematic analysis, within a campus-based context and understanding meaningful impact.

Most importantly, it reminded me that sustainability is not only about big policy changes but also small shifts in everyday habits. Behavioural nudges don’t solve everything , but they can support greener, more student friendly systems, especially when designed with local voices in mind!