The proposed project investigates the combination of gamification and the decision-making grid to encourage fuel-efficient, safe and environmentally friendly driving habits in 18-30 year old drivers. In 2018, the transportation sector generated the largest share of greenhouse gas emissions at 28.2 percent of total emissions. Furthermore, in Minnesota, over-represented in traffic crashes are young people and males. Studies have shown that the driving style of a driver can lead to potential fuel savings of approximately 35 percent. This work attempts to answer two research questions; (1) is gamification effective in encouraging eco-driving in young drivers? (2) Is tailored feedback more effective than non-tailored feedback? Game elements involve an EcoScore calculated on frequency and severity of aggressive driving habits and an Eco-Driver Grid to show their eco-driving performance relative to other drivers in the study. Game elements typically include avatars, points, badges and leaderboards. The EcoScore will reflect the points and leaderboard elements. The Eco-Driver Grid will reflect the badges and leaderboard elements. An improvement in driving is observed if the number of aggressive driving habits is reduced and will be reflected by an increase in the EcoScore or if the driver appears in the “Green Driver” section of the Eco-Driver Grid.

This work investigates human and behavioral factors such as personality traits and physiological states that increase the tendency to drive in an aggressive or risky manner.