The double-edged nature of ambivalence. A field study among Dutch car owners revealing how ambivalence motivates and undermines car travel behaviour change

Description

The present study investigates whether activating ambivalence about car travel can drive reductions in habitual car use. By investigating ambivalence in the context of car travel, we address a critical gap in the literature. This study extends ambivalence research to a particularly challenging domain where behavioural change is characterised by strong habits and sunk costs. This study examines three core questions. First, we assess whether ambivalence directly reduces car travel intentions and behaviour. Second, we investigate its dynamic role by experimentally activating ambivalence and testing for mediation effects. Third, we examine individual differences in response to ambivalence, expecting stronger effects among those with strong environmental values or a high need for consistency. This approach advances theoretical understanding and offers practical insights for promoting low-carbon travel.

Period	11 Dec 2025
Event title	BEHAVE 2025: 8th European Conference on Behaviour & Energy Efficiency
Event type	Conference
Location	Paris, FranceShow on map
Degree of Recognition	International