The deterioration of the natural environment is one of the most demanding challenges in the twenty-first century and governmental authorities and scientific community seems to agree that emissions caused by transport are one of the major causes for the current climate change and pollution problems around the globe. To attenuate these detrimental effects, eco-driving has been proposed as a measure to reduce fuel consumption and pollution and to increase road safety and the welfare of drivers. Eco-driving is known as a series of driving practices that are being promoted because of its positive cost-benefit balance, although its short-term effects have also been proven.

This study aims to add to the knowledge gap regarding our understanding of eco-driving by analyzing the motivations drivers have for a more eco-driving behavior. A survey was applied to professional drivers from a bus company operating in the Northern Mexico, with a fleet of more than 700 buses, 260 routes, and 2,000 daily departures. Questionnaire includes five sections: knowledge on eco-driving, intention of adoption and motivations for driving eco-friendly; and social norms, barriers and incentives in the adoption of eco-driving company initiatives.  This work shows the results obtained and how they can help guide the company to develop the corporate reinforcement –both positive and negative– strategies for its drivers.