Attitudes towards and perceptions of eco-driving and the role of feedback systems

Abstract

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.

Practitioner summary: This paper, using focus groups and a questionnaire, aims to understand how feedback devices, attitudes and motivation can improve eco-driving behaviours. The incentive to save money by better fuel economy was found to be insufficient, and roles for feedback devices and how information is presented are identified.

Keywords:

• driver feedback
• telematics
• eco-driving
• attitudes

Acknowledgements

The authors would like to express sincere thanks to the focus group participants, questionnaire respondents and Newcastle City Council for assisting with data collection. Funding for the Foot-LITE project was provided in the UK by the Engineering and Physical Sciences Research Council, the Department for Transport and the Technology Strategy Board. The authors would also like to acknowledge the support of the Foot-LITE project partners. Finally, thank you to two anonymous reviewers for their helpful comments.