Impacto de los Nudges argumentativos enfocados a cambiar la disposición de compra de vehículos eléctricos en los conductores del Valle de Aburrá

Abstract

The Valle de Aburrá region is one of the most polluted areas in Colombia, so it is urgent to accelerate the decarbonization of individual transport, promoting the transition to electric vehicles. Despite having a regulatory framework since 2019 that encourages the change to this technology, adoption has been slow, especially considering the high cost of these vehicles for the average Colombian population. People with greater purchasing power, despite having the economic capacity to make the change, are not making it at the expected speed because there are a variety of erroneous arguments produced by ignorance of this technology, which means that they do not consider it when looking for their next vehicle. The proposed intervention follows the EAST methodological framework, and aims to evaluate, through an experimental design, whether by refuting existing thinking using argumentative nudges around savings, the environment and autonomy, it is possible to modify the willingness to purchase electric vehicles among drivers of medium-high and high socioeconomic status in the Valle de Aburrá and thus facilitate the adoption of this new technology.