| Summary: | Eco-driving is an emerging field of research. Due to its positive dimensions on fuel-economy and environmental
emissions, it is becoming a well-known concept in transportation industry. Behavioral responses of drivers’ readiness to adopt
eco-driving are studied. Questionnaires are collected from 87 truck drivers working for a logistics firm in Thailand. Eco-driving
was introduced using three different strategies; changing driving behavior, competition with fellow drivers, and reward or penalty
systems. A five-point Likert scaling system is adopted to record their self-evaluation scoring to practice eco-driving in given
contextual motivations. Results are reported in the form of eco-driving scores and Statistical evaluations to check if the difference
in behavioral response is statistically significant. Statistically significantly different results showed that in-relationship (score
3.75) and high school drivers (score 4.38) manifested strong motivations in penalty or reward systems while high school drivers
exhibited great inclinations in changing their driving behavior (score 3.89).
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