Transportation, Sustainability and Human Factors: A Traffic Psychology Research Agenda for the Global Majority

This paper addresses a critical gap in sustainable mobility research. Insufficient integration of psychological, social, and institutional dimensions limit transport adoption in Global Majority. While behavioural economics interventions like nudges and choice architecture can be useful, they inadequately address several constraints. The purpose of this paper is to propose traffic psychology as a distinct disciplinary framework for advancing sustainable mobility in rapidly urbanising Global Majority regions. The paper develops a comprehensive framework through analysis of theoretical literature and empirical transport research. It integrates psychological theories applied to transport decision-making in Global Majority contexts. Traffic psychology offers distinct advantages over behavioural economics by addressing sensory-motor demands, emotional attachments, social meanings, stress responses, and identity processes in mobility, and by informing the design of self‑explaining integrated transport systems that reduce cognitive uncertainty and make public and active modes more attractive. The framework proposes critical research questions across relevant domains. A supporting case study from a Global Majority context demonstrates how infrastructure completeness and institutional coherence can improve adoption. Transport planning must shift from nudging approaches toward comprehensive behavioural governance, integrating broader social sciences. Infrastructure improvements must address intersectional barriers facing marginalised populations. Sustainable mobility governance requires explicit attention to equity as design principle. Addressing governance failures through transparent cost-benefit analysis and institutional accountability demonstrates respect for citizen agency and builds responsible compliance.