The Role of Incentives in Promoting Sustainable Transportation Among College Students

Abstract: This study evaluates the effectiveness of a pilot campus transportation program aimed at promoting sustainable commuting behaviors among students. The Auraria Campus Commute Program, implemented in Fall 2024, offers financial incentives to students to choose eco-friendly commuting modes, such as public transit, biking, walking, and carpooling. Points are awarded daily based on transportation mode, with transit, biking, and walking earning higher points than solo driving. Students accumulate points redeemable for up to $15 in monthly commute benefits. Additionally, student enter weekly drawings of $5 for logging their commute trips, and 4 monthly prizes of $10 each on most miles biked, most miles walked, most transit trips and most carpool trips. This paper assesses participation rates, shifts in commuting patterns, and the program's impact on sustainability outcomes. Through pre- and post-program surveys, along with data analytics from a commuting platform, we explore the correlation between incentives and mode shift, examining behavioral trends across demographics. Findings suggest that financial rewards increase the adoption of sustainable transport modes among students, leading to reduced campus carbon emissions and lower parking demand. Additionally, the study offers insights into optimizing incentive structures and highlights the role of technology in managing and promoting sustainable commuting at educational institutions. The outcomes underscore the value of incentive-based transportation programs in fostering long-term sustainability practices in urban campus environments.