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Attitudes towards and perceptions of eco-driving and the role of feedback systems
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Dr Joan Harvey
Dr Neil Thorpe
Dr Richard Fairchild
Harvey J, Thorpe N, Fairchild R
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This paper addresses whether eco-driving may be encouraged by providing drivers with feedback, and how eco-driving attitudes fit with other environmental attitudes. Eight focus groups, including fleet drivers, discussed how feedback and other motives might affect driving behaviour. A survey of 350 respondents investigated attitudes towards saving fuel, the role of incentives and use of eco-friendly products. The focus groups' findings show that the environment is a lower priority than comfort and convenience, that feedback might provide a stimulus to eco-driving and that saving money was less important than saving time. The attitude survey showed that price, convenience, attitudes and eco-driving are not conceptually linked together, that convenience is rated as more important than saving money from fuel efficiency and that although the environment is of concern, it is not a high enough priority to increase fuel efficiency. The findings are discussed in relation to the low level of priority given to environmental concerns and the inability of financial incentives presenting significant challenges in terms of changing the subjective norms of the majority of drivers.
Taylor & Francis
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