Environmental, altruistic, or monetary benefits? A longitudinal online experiment on how framed behavioral consequences affect self-reported eco-driving of German vehicle owners. (February 2023)

• Record Type: Journal Article
• Authors: Kramer, Jule; Petzoldt, Tibor
• Is Part Of: Transportation research. Volume 93(2023)
• Page Start: 204
• Page End: 221
• Publication Date: 2023-02
• Subjects: Eco-driving -- Intervention -- Framing -- Pro-environmental behavior -- Longitudinal online experiment -- Emission savings; Automobile drivers -- Psychology -- Periodicals; Automobile driving -- Psychological aspects -- Periodicals; Transportation -- Psychological aspects -- Periodicals; 629.283019
• DOI: 10.1016/j.trf.2023.01.006
• Languages: English
• ISSNs: 1369-8478

Abstract

Highlights: Framed eco-driving tips were investigated in a longitudinal online experiment. Intrinsic benefits of eco-driving were perceived worthier than extrinsic benefits. Intrinsic benefits influenced eco-driving intention stronger than extrinsic benefits. Tips independent of framing content influenced reported eco-driving behavior. Persuasive information could be implemented by practitioners to motivate eco-driving. Abstract: Framing interventions that emphasize behavioral consequences are currently gaining prominence for promoting pro-environmental behaviors like eco-driving. Eco-driving encompasses those driving behaviors that positively affect the vehicle's fuel or energy consumption. To investigate how eco-driving tips with highlighted behavioral consequences promote eco-driving motivations and behaviors in everyday life, we conducted a longitudinal online experiment. For this, vehicle owners that are registered in a participants panel of a German vehicle manufacturer ( N = 402) were recruited via e-mail invitation. They filled out two online surveys over the course of one month ( NT1 = 281; NT2 = 228). As part of the first survey, participants were randomly assigned to a framing condition in which either CO2 (environmental framing), pollutant (altruistic framing), or monetary savings (monetary framing) of eco-driving were highlighted, or the control group. We examined whether the framed tips increased short-term eco-driving motivation and intention as well as medium-term eco-driving behavior change. As expected, participants rated the savings of environmental and altruistic framing (i.e., CO2 / pollutant savings) as worthier than the monetary savings. However, individuals who were exposed to framed eco-driving information independent of framing content reported an increase of eco-driving behavior, compared to the control group. Therefore, researchers and practitioners should find ways how to communicate framed eco-driving information to drivers.