Partnership with Hitachi shows behavioural science can encourage greener travel choices

Hitachi Europe Ltd and Goldsmiths, University of London’s partnership has revealed how embedding behavioural change techniques into journey planning apps can influence users to make more sustainable transport decisions.

The research resulted from a Knowledge Transfer Partnership (KTP) - a collaboration between a business and a university or research organisation, which applies knowledge from the academic partner in the business context to solve real-world challenges.   

Working on delivering sustainable mobility solutions linked to transport, Hitachi Europe Ltd were keen to explore the potential to influence travel behaviours with the aim of reducing emissions. The KTP drew on behavioural science expertise from Goldsmiths.  

Jonathan Freeman, Professor in the Department of Psychology and KTP lead, brought his experience as the Director of i2 media research  - a strategy and research consultancy specialising in how people interact with technology.  

The Goldsmiths-Hitachi partnership focused on finding the answer to a critical question – how behaviour change techniques and time pressures influence different groups of users when selecting journey routes. Through the development of a prototype journey planning app which simulated real-world scenarios, the research revealed which interventions impact users’ choices when lower-carbon routes are available. The app used proven behaviour change techniques – including prompts, goal-setting, feedback, and social messaging – to influence users’ decisions in real time.  

The findings, published in a peer-reviewed journal, highlighted that apps enhanced with behavioural change techniques have the potential to promote sustainable travel. The effects are more pronounced when the techniques are tailored towards different segments of users; users with different habits and attitudes respond in different ways. Under pressure, users are less likely to choose greener options, unless they are clearly sign-posted and easy to act on. This suggests that human centred digital design of apps, considering user mindset and context, is more effective than a one-size-fits-all approach. 

 “The KTP’s primary goal was establishing a centre of expertise in psychologically rooted approaches to Behaviour Change within Hitachi Europe R&D. This has had demonstrable impacts, from contributing to contract wins, collaborative work with Hitachi wholly owned subsidiaries, and the development of new corporate collaborations arising from a showcase of the KTP's results to Hitachi Executives at the Hitachi R&D HQ in Kokubunji, Tokyo.   

"There have also been excellent academic research results through peer reviewed papers published in high impact journals, co-authored by Goldsmiths and Hitachi colleagues,” Professor Freeman said.

The KTP Associate, Emma Maier, was based with Hitachi Europe for two years, the duration of the project.

“By meeting users where they are, in the flow of their normal travel planning and by understanding their motivations and context, we were able to design effective ways to support more sustainable choices.” 

The project aligns with Hitachi’s broader commitment to sustainable mobility. In 2024 Hitachi announced that it became Transport for Wales’ Mobility as a Service (MaaS) partner, marking the beginning of a five-year initiative to connect public transport journeys across Wales through a single app. 

Andrew Broadbent, the Company Supervisor for the KTP at Hitachi Europe Ltd, said, “It has been a pleasure to collaborate and learn from the experience Goldsmiths and i2media has of accelerating digital transformation in different sectors and to apply this to Sustainable Mobility.

"Expanding Hitachi’s expertise in digital and operational technology with a psychological based approach providing insights about why people behave as they do and the opportunities to influence future behaviours has complemented and enhanced both our short-term research and innovation activities and influences our long-term plans for new systems and platforms to enable sustainable and digitally optimised Smart Mobility across the world”.  

This year marks the 50^th anniversary since Knowledge Transfer Partnerships began in 1975. Funded by Innovate UK (part of the funding body UK Research and Innovation) and the partner business, a KTP provides support for a KTP Associate to work within the business to address a specific challenge and apply expertise gained through academic training. The academic partner provides support and guidance to the Associate throughout.