Framing Sustainable Mobility: Testing Message Effectiveness Through University Living Labs

Promoting sustainable mobility is a critical component of advancing sustainable development in higher education. This study explores how different communication strategies influence the perceived effectiveness of messages promoting sustainable mobility among university communities. Using focus groups, we examined the responses of students and staff at the University of Navarra (Pamplona, Spain) to messages emphasizing personal benefits, community engagement, and immediate action ("here and now"). Nine messages were evaluated, varying in tone (youthful vs. adult) and inclusion of data. Results reveal that message effectiveness differs significantly between students and professionals, highlighting the importance of tailoring communications to their audience’s motivations, social context, and structural barriers. Students responded most positively to direct, actionable messages emphasizing the present, while professionals valued messages highlighting personal and collective benefits. Findings underscore the need for segmented, context-aware strategies in promoting sustainable mobility, contributing to broader sustainability goals in higher education.