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Regarding resource scarcity and overpopulation, there is already a large number of sustainable solutions and frameworks available that could help propel the world into a better future. Yet, many of these issues are still left unsettled, which would indicate issues with the implementation of these solutions. Following research on behavioral analysis, a conceptual integrated framework was developed aiming to reveal how and why we can motivate individual consumers to engage in sustainable fuel consumption activities. The framework was tested in Denmark in a 30 days experiment involving 12 voluntary participants, testing their response to energy savings strategies. The results indicate that attitude shifts combined with the promotion of sustainable initiatives can result in a significant decrease in fuel consumption ranging from 13.4% to 25%. Following the experiment, the role of a modern society building on habits that propel its citizens toward their goals while trying to understand why certain habits are holding them back from achieving the desired outcome is elaborated.

A behavioral change study in Denmark engaging car drivers in reducing fuel consumption: The key is in the message