Short Note    Peer-Reviewed

Perceived Effectiveness of Messages Designed to Promote the Use of Autonomous Vehicles

Simone Pettigrew * and Leon Booth
The George Institute for Global Health, University of New South Wales, NSW 2052 Sydney, Australia
For correspondence.
Academic Editor:
Highlights of Sustainability, 2023, 2(1), 1–9.
Received: 9 January 2023    Accepted: 8 February 2023    Published: 10 February 2023
Autonomous vehicles will be a key component of the sustainable cities and transport systems of the future. However, there is little data available on effective methods of communicating with the public about these benefits to optimise uptake and achieve their sustainability potential. The aim of this exploratory study was to assess outcomes associated with exposure to various messages communicating proposed benefits of autonomous vehicles. Australians aged 16+ years (n = 1053) responded to two online surveys administered two weeks apart. The instruments included items relating to demographic attributes, driving factors, and attitudes to autonomous vehicles. Respondents were randomised to one of five messages referring to efficient travel time, economic savings, saving lives, mobility for the elderly and disabled, and job opportunities. Messages relating to saving lives and providing mobility for the elderly and disabled performed best, especially in terms of presenting a strong argument (62% agreement) and believability (67% agreement), respectively. The results provide initial evidence that public awareness communications could favourably influence attitudes to autonomous vehicles, potentially enhancing uptake rates to yield corresponding benefits. This information will be of value in countries where the roll-out of autonomous vehicles is a strategic priority to achieve sustainable cities and transport systems.
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Copyright © 2023 Pettigrew and Booth. This article is distributed under the terms of the Creative Commons Attribution License (CC BY 4.0), which permits unrestricted use and distribution provided that the original work is properly cited.
Funding for this project was received from the Bankwest Curtin Economics Centre.
Cite this Article
Pettigrew, S., & Booth, L. (2023). Perceived Effectiveness of Messages Designed to Promote the Use of Autonomous Vehicles. Highlights of Sustainability, 2(1), 1–9.
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