Emotions play a bigger role in people’s decisions about environmental policy than previously thought. This is according to a study by Örebro University, which examines how pride and a clear conscience affect the willingness to choose alternative fuel vehicles.

One-third of Sweden’s emissions come from transportation, with passenger cars being the biggest culprit. To understand how to motivate more people to choose sustainable modes of transportation, Zeinab Rezvani, a researcher in business administration at Örebro University, has studied how emotions affect our attitudes toward transportation policies.

“In advertising and marketing, it is common to use emotions to encourage people to buy certain products. This is not so common when it comes to sustainability and environmental policy,” says Zeinab Rezvani.

Positive emotions lead to greater support

Together with research colleagues in Umeå and Denmark, Zeinab Rezvani surveyed 342 adults in Sweden. The results show that it is not only rational arguments, such as economic factors, that play a role. An environmental policy that evokes positive emotions – such as pride and a sense of freedom from guilt – leads to greater support for the policy and influences our decisions in a more positive direction.

These findings confirm other research on how norms and morals influence our willingness to do what is “right”. There is extensive research in this area, but not when it comes to sustainable transportation goals. Previous research has examined what motivates people to accept environmental policies but less is known about whether this also leads individuals to choose more sustainable modes of transportation.

“What we do know is that feelings of pride and guilt increase the willingness to choose sustainable transportation, such as electric cars. So, an environmental policy that makes us feel positive will be more effective,” says Zeinab Rezvani.

Can encourage individual sustainable transportation choices

This is knowledge that can provide valuable guidance to policymakers, according to the researchers. Structural measures such as subsidies and infrastructure investments are important, but can be more successful when combined with communication that evokes positive emotions. This can strengthen support for environmental policies and accelerate the transition to sustainable transport.

“We often talk about taking responsibility for the next generation and our grandchildren. But what about ourselves and our generation? A sense of pride in the present can provide stronger motivation to contribute to a more sustainable society. Emotions matter,” says Zeinab Rezvani.

Extra information
The study, published in the International Journal of Sustainable Transportation, is authored by Zeinab Rezvani, Stefanie Sohn, Johan Jansson, and Oliver Schnittka. Read the full article (open access): How consumers’ emotions about transport policies shape their adoption of sustainable transport.
Transportation accounts for a third of our emissions

• Domestic transport accounts for just over a third of Sweden’s total greenhouse gas emissions.
• In 2024, the transportation sector was the largest source of emissions in Sweden.
• 94% of emissions from the transportation sector originate from road transport, primarily from passenger cars.
• By 2030, Sweden’s climate-impacting emissions from domestic land and sea transportation are expected to be reduced by at least 70% compared to 2010.
• Sweden’s long-term climate goal is to achieve net zero emissions by 2045.

Source: Swedish Environmental Protection Agency