Communication with non-drivers for promoting long-term pro-environmental travel behaviour

The decision whether to obtain a driving license has a substantial effect on a person’s travel behaviour for the rest of his/her life and on lifetime CO2 emissions. In heavily motorized societies, non-drivers often decide to obtain a driving license simply because others one, and with little unawareness of the negative aspects of automobile use. It is hypothesized that providing non-drivers with better information would influence their choice on whether to obtain a license. To obtain objective information, a field experiment was conducted followed by a survey. When information about the risks, costs, and enjoyment of automobile use was made available, it affected a person’s attitude toward life using an automobile. This information also influenced whether respondents possessed a driving license 18 months after the experiment.