Research Project Description
Project Number: 2808
Research Project:Californias leadership in adopting green house gas (GHG) regulations may be followed by other jurisdictions, particularly as citizens become more concerned about climate change. Thus, early understanding of the role of public education in reducing GHG emissions and fuel consumption will be helpful to other states and nations monitoring Californias AB 32 and AB 1493 (which regulates GHG emissions from passenger vehicles and light-duty trucks).
This proposal examines the effectiveness of carbon footprinting and ecodriving public education campaigns in reducing GHG emissions and fuel consumption, and addresses the California Department of Transportation priorities and topics of mobility and stewardship by promoting alternative transportation modes and reduced emissions and dependence on fossil fuels.Principal Investigators:
Susan Shaheen, Ph.D., Acting Co-Director, Transportation Sustainability Research Center (TSRC), University of California, Berkeley
Team Members:
Caroline Rodier, Ph.D., Senior Researcher, Transportation Sustainability Research Center
J. M. Pogodzinski, Professor, San Jose State University
Institution:
Mineta Transportation Institute
Telephone Number:
(408) 924-7560
Email Address: mti@mti.sjsu.edu
Project Objective:
This study focuses on understanding the long-term behavioral impacts of "carbon footprint" and "ecodriving" public education campaigns on green house gas (GHG) emissions and fuel use in light of California´s Global Warming Solution’s Act (AB 32), which requires a 27% reduction in GHGs by 2020.
Project Abstract:
Rising fuel prices and concerns about climate change are increasing. Transportation is a major contributor of carbon dioxide (CO2) and other greenhouse gas (GHG) emissions from human activity, accounting for approximately 14% of total anthropogenic emissions globally and about 27% in the United States (U.S.) To date, the most dramatic policy measure at the U.S. state level has been the passage of California´s Global Warming Solutions Act (AB 32), which seeks to limit GHG emissions from a wide range of industrial and commercial activities. AB 32 requires that California´s GHG emissions be reduced to 1990 levels by 2020 (a 27% reduction) through an enforceable state-wide cap and in a manner that is phased in starting in 2012 under rules developed by the California Air Resources Board (ARB). Furthermore, Governor Schwarzenegger´s Executive Order S-3-05 includes an 80% reduction in GHG emissions by 2050.
On June 26, 2008, ARB released the Climate Change Draft Scoping Plan: A Framework for Change. In the draft plan, ARB emphasized the importance of public education in bringing about voluntary individual action. Public education through social marketing (marketing directed at promoting a social good through behavioral change) has the potential to change travel behavior to reduce GHG emissions through marketing and promotional strategies
Research can be used to assess the effectiveness of pubic education campaigns (e.g., behavioral and modal shifts and long-term effects). In addition, ongoing feedback via surveys and focus groups can determine whether the information portrayed in the educational campaign is effective among various market segments and how it may be improved, employing demographic, psychographic, and statistical analyses (e.g., cluster, factor).
This project´s scope consists of a two-year study over 24 months, starting December 1, 2008. Note the first year of this project will consist of a "before" and "after" survey.
A second research year is proposed, as it would provide greater understanding of the long-term effects of the educational campaign tested in this study through four additional survey phases (across year two). A separate proposal to cover this phase will be submitted for funding in 2010-2011.
Milestones Dates:
Task 1: Obtain Institutional Review Board (IRB) Approval for
Expert Interviews, Survey, and Focus Groups
Task 2: Review Carbon Footprinting and Ecodriving
Literature
Task 3: Conduct Expert Interviews on Related Public
Education Campaigns
Task 4: Conduct Exploratory Focus Groups 9
Task 5: Design Before-and-After Survey
Task 6: Develop/Identify Educational Website(s) for Study
Task 7: Recruit Control and Experimental Survey
Group Populations
Task 8: BeforeandAfter Survey Implementation
and Analysis
Task 9: Write Final Peer Review Report
Task 10: Revise Final Peer Review Report
Final completion date:
Total Budget: $55,045 (includes $9,450 for MTIs costs)
Student Involvement:Jeff Lidicker, Melissa Chung, Judy Liu, Michael Moses
Technology Transfer Activities:
Upon publication, pdf and html versions will be available on the Mineta Transportation Institute site. The project experience and data will be available for community meetings. Authors are encouraged to submit articles based on the research to relevant journals and to present the information to end-users at conferences.
Potential Benefits of the Project:
The likely end users of this studys results include: planners and policymakers working on implementing AB 32 and CO2/fuel use reduction and designing effective public outreach campaigns; the general public who can learn to reduce CO2 emissions and fuel consumption; and students and academics interested in policy, behavioral, and climate change research.
TRB Keywords:
Education and Training; Energy and Environment; Greenhouse Gases; Planning; Policy and Legal Issues; Vehicles
Primary Subject:
Public Education/Outreach in Reducing Greenhouse Gases
Goals:
The proposed study will document and expand understanding of the concepts of carbon footprinting and ecodriving.
Enabling Research:
Review and analysis of literature; design and implementation of survey; analysis of survey results
Modal Orientation:
Highways
