Nudging responsible car-sharing behaviors among Modo users

汽车共享提供了一种负担得起、方便、环保的个人交通方式。Modo是世界上历史最悠久的汽车共享提供商之一，也是温哥华的一家合作社。然而，Modo面临着其成员不负责任的车辆使用。具体地说，Modo成员在完成行程后往往无法将碎屑从车辆中清除。这种不负责任的行为让莫多陷入了两难境地，雇佣更多员工清洁车辆的成本高得令人望而却步，而车辆糟糕的状况正在降低它们的吸引力。目前的项目使用了一种创新的行为经济学方法来开发简单的轻推来改变用户行为，以鼓励Modo成员之间负责任的汽车共享。具体地说，我们基于会员责任和个人便利设计了两个轻推：(1)在车辆内提供提示卡，强调保持车辆清洁的责任；(2)在车辆停放点设置垃圾桶，使个人垃圾处理更加方便。我们将在随机的现场实验中测试这些轻推的有效性。该项目可以为不负责任的用户行为导致的汽车共享问题提供具有成本效益的行为解决方案，促进汽车共享作为私家车所有权的可行替代方案得到更广泛的采用。

Car-sharing provides an affordable, convenient, and environmentally-friendly mode of personal transportation. Modo is one of the oldest car-sharing providers in the world and a Vancouver cooperative. However, Modo is facing irresponsible vehicle use from its members. Specifically, Modo members often fail to remove their detritus from the vehicle upon completion of their trip. This irresponsible behavior presents a dilemma to Modo, where the cost of hiring more staff to clean the vehicles is prohibitive and the poor condition of the vehicles is decreasing their appeal. The current project uses an innovative behavioral economics approach to develop simple nudges to change user behavior to encourage responsible car-sharing among Modo members. Specifically, we design two nudges based on member responsibility and personal convenience by: (1) providing a reminder card in the vehicle to emphasize the responsibility to keep the vehicle clean, and (2) providing a garbage bin at the vehicle parking spot to make personal detritus disposal more convenient. We will test the efficacy of these nudges in a randomized field experiment. This project can provide cost-effective behavioral solutions to car-sharing issues caused by irresponsible user behaviors, facilitating wider adoption of car-sharing as a viable alternative to private vehicle ownership.