What Drives Ecodriving? Hybrid Electric Vehicle Drivers’ Goals and Motivations to Perform Energy Efficient Driving Behaviors

  • Thomas Franke
  • Matthias G. Arend
  • Rich C. McIlroy
  • Neville A. Stanton
Conference paper
Part of the Advances in Intelligent Systems and Computing book series (AISC, volume 484)


Hybrid electric vehicles (HEVs) can significantly contribute to sustainable road transport, yet driver behavior has a marked effect on actual energy efficiency (i.e., the ultimate sustainability effect). The objective of the present research was to examine ecodriving motivation of HEV drivers. To this end, we recruited 39 HEV drivers with above-average fuel efficiencies (suggesting at least some degree of ecodriving motivation) and collected interview data, questionnaire responses, and fuel efficiency data. Specifically, we assessed factors that motivated drivers to drive energy efficiently as well as factors that led to reduced ecodriving behavior. Ecodriving motivation of HEV drivers was found to be particularly driven by the goals of environmental protection, cost reduction, and gamification aspects. Furthermore, relationships between drivers’ most important ecodriving motivation and the level of ecodriving motivation, the achieved fuel efficiency, the level of total HEV driving experience, as well as typical HEV driving distances were examined.


Hybrid electric vehicles Ecodriving Motivation Driving behavior 



This research was partly supported by a DAAD grant to the first author and an ERASMUS+ grant to the second author. We gratefully thank Prof. Dr. Josef Krems for providing parts of the research infrastructure; Juliane Ketzer and Christian Rosomm for their assistance with processing the interview data; and Christiane Attig for assistance in manuscript preparation.


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Copyright information

© Springer International Publishing Switzerland 2017

Authors and Affiliations

  • Thomas Franke
    • 1
  • Matthias G. Arend
    • 1
  • Rich C. McIlroy
    • 2
  • Neville A. Stanton
    • 2
  1. 1.Department of Psychology, Cognitive and Engineering PsychologyTechnische Universität ChemnitzChemnitzGermany
  2. 2.Transportation Research Group, Faculty of Engineering and the EnvironmentUniversity of SouthamptonSouthamptonUK

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