City logistics is about goods and vehicles, but it is also about people making decisions about goods and vehicles.Therefore, we need to understand the decision making process of these people.

1. City logistics is about goods and
vehicles, but it is also about people
making decisions about goods and
vehicles.
Therefore, we need to understand the
decision making process of these
people.
1
1
Susanne Balm (2016)
s.h.balm@hva.nl

2. HOW DO PEOPLE CHANGE BEHAVIOR
SUCCESFULLY? A 6 steps process
2
1. Awareness
2.
Understanding
3.
Willingness
4.
Ability
5. Implementation
6. Confirmation
Based on Rogers (1961) and M.F.K. Balm (2000)

3. 3
1. Awareness
2. Understanding
3. Willingness
4. Ability
5. Implementation
6. Confirmation
You need to be aware that the current
behavior is not preferred
You need to understand how you can change
it. Be informed about alternatives.
You need to be willing to change (have
intrinsic or extrinsic motivation)
You need to be capable to change (have the
required resources)
You need to start trying the new behavior, gain
experience.
You need to overcome drawbacks before the
new behavior becomes common practice

4. 4
How does this apply to city logistics? Can
we learn from the psychological approach?
Let’s apply the 6 steps of the framework to
the use of electric freight vehicles.

5. 1. HOW TO CREATE
AWARENESS?
5
1. Awareness
2.
Understanding
3.
Willingness
4.
Ability
5. Implementation
6. Confirmation

6. 2. HOW TO INFORM?
6
1. Awareness
2.
Understanding
3.
Willingness
4.
Ability
5. Implementation
6. Confirmation

7. 3. HOW TO CREATE
MOTIVATION?
• Encouraging: Sustainable transport as selection criteria in tender
procedures
7
1. Awareness
2.
Understanding
3.
Willingness
4.
Ability
5. Implementation
6. Confirmation

8. 4. HOW TO REDUCE
BARRIERS?
• Subsidy on vehicles
• Facilitating charging infrastructure
8
1. Awareness
2.
Understanding
3.
Willingness
4.
Ability
5. Implementation
6. Confirmation

9. 5. HOW TO TRIGGER
ACTION?
• Demonstration projects
• Trial periods
• Joint commitment:
• Green Deal Zero Emission City Logistics
• Agreement “Slim en Schoon door de Stad” between municipality, HvA
and private sector
9
1. Awareness
2.
Understanding
3.
Willingness
4.
Ability
5. Implementation
6. Confirmation

10. 6. HOW TO FOSTER
UPSCALING?
• Privileges and exemptions, like:
• Use of tram lanes for clean vehicles
• Use of sidewalk for unloading
• The more rigoureus way: banning polluting and/or inefficient
vehicles
10
1. Awareness
2.
Understanding
3.
Willingness
4.
Ability
5. Implementation
6. Confirmation

11. 11
WANT TO KNOW MORE?
Susanne Balm
Project leader
Research Program Urban Technology
Amsterdam University of Applied Sciences
Hogeschool van Amsterdam
Faculty of Technology
Weesperzijde 190 | 1097 DZ Amsterdam
Postbus 1025 | 1000 BA Amsterdam
P: +31(0)6-21157771
E: s.h.balm@hva.nl
W: www.hva.nl/urbantechnology