This study applies insights from behavioural economics to examine the challenges surrounding the adoption of the Walking School Bus (WSB), a sustainable school transportation initiative. Using thematic analysis of interviews with schoolteachers in Ferrara, Italy, we identify three key themes influencing participation: Service Characteristics, Family Determinants, and School Context. Our analysis reveals that behavioural mechanisms—such as status quo bias and the collective action problem related to volunteer recruitment—pose significant barriers to adoption, even in the face of broad recognition of the program’s benefits. The findings suggest that addressing these behavioural obstacles requires targeted interventions aimed at mitigating cognitive biases and improving decision- making processes that currently hinder participation. This research offers empirical evidence that successful implementation depends on a nuanced understanding of the interaction between practical design features and deep-seated psychological barriers that shape family mobility choices. These insights contribute to behavioural theory and offer practical guidance for promoting sustainable transport behaviours in urban settings.
Applying Thematic Analysis to Understand Behaviour in Walking School Bus Programs: A Pilot Study in the City of Ferrara
Giuseppe Rocco;Ludovica Lo Iacono;Susanna Mancinelli;Massimiliano Mazzanti;Maddalena Nonato;Emilio Paolo Visintin
2025
Abstract
This study applies insights from behavioural economics to examine the challenges surrounding the adoption of the Walking School Bus (WSB), a sustainable school transportation initiative. Using thematic analysis of interviews with schoolteachers in Ferrara, Italy, we identify three key themes influencing participation: Service Characteristics, Family Determinants, and School Context. Our analysis reveals that behavioural mechanisms—such as status quo bias and the collective action problem related to volunteer recruitment—pose significant barriers to adoption, even in the face of broad recognition of the program’s benefits. The findings suggest that addressing these behavioural obstacles requires targeted interventions aimed at mitigating cognitive biases and improving decision- making processes that currently hinder participation. This research offers empirical evidence that successful implementation depends on a nuanced understanding of the interaction between practical design features and deep-seated psychological barriers that shape family mobility choices. These insights contribute to behavioural theory and offer practical guidance for promoting sustainable transport behaviours in urban settings.I documenti in SFERA sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
