Green Coach Certification (GCC) Research Initiative

UTC Signature Project 3Sustainable Transportation

for TourismPresented by Lisa C. Chase

Vermont Tourism Data Center and University of Vermont ExtensionMarch 16, 2010, 3:30pm

Sustainable Transportation• Transportation has been the highest end-sector emitter of CO2 since 1999 (U.S. DOE)

• Need new approaches to increase sustainability of travel

• One approach: focus on mass transit

Motorcoach Travel

• Can exceed 300 to 500 passenger mpg and remove 55 to 80 private vehicles from roads per bus, if filled to capacity.

• Carried approximately 750 million passengers in 2007.

Eco-Labeling• Eco-labels provide more complete information, can provoke environmental consideration in an immediate decision and create better environmental practices through competition.

Project Objectives

• Assessing the impacts of a pilot green certification program on the attitudes and behaviors of motorcoach operators.

• Studying the impacts of a pilot green certification program on consumer interest and demand for motorcoach travel.

Key Accomplishments

1. GCC pilot program began May 20092. Motorcoach operator survey3. GCC participant survey4. Tour operator survey5. Adoption of environmental best

practices

GCC Pilot ProgramISEAL Standard Setting Process

B-1

Identify Potential

Stakeholders

B-2 Make Stakeholders

Aware of Process

A-1

Define Clear

Objectives

A-2

Define Structure and

Process

A-3

Build a Technical

Committee

C-1

Draft

Standards

D1

Field Testing

B-3 Consultation

on Draft Standards

C-2

Revise

the Standards

E-1

Publication of the

Standards

Stakeholders

Source: International Social and Environmental Accreditation and Labeling Alliance

GCC Pilot ProgramCertification Criteria

1. Meeting or exceeding the industry average of 148 passenger miles per gallon.

2. Running an EPA 2007 compliant engine.3. Running an EPA 2010 compliant engine.4. Offsetting carbon emissions by 80 percent through an

endorsed carbon-trading program.5. Running on an alternative fuel such as a blend of

biodiesel.6. Having a strict, documented, and verifiable energy

conservation and recycling program.7. Incorporating other emerging environmental technologies

as prescribed by the GCC.

GCC Pilot Program

GCC Pilot ProgramCurrent Status

• 20 participating companies

• 813 motorcoaches currently certified…and counting…

• 2,300 motorcoaches likely to be certified representing 8% of motorcoaches operating in U.S.

Participating Companies• Anderson Coach Lines• Archway• Bristol Tours• Brown Coach• Calco Travel• Capital Bus Lines• Coach USA/Megabus• Dattco• Escot• Hammond Transportation

Services

• Hampton-Jitney

• Hotard Coaches• Lamoille Valley

Transportation• MTR Western• Paradise Trailways• Peter Pan• Plymouth and Brockton• Premier Coach Lines• Riteway Bus Lines• Royal Celebrity Coach Lines

GCC Pilot Program

GCC Pilot Program

GCC Pilot Program

Motorcoach Operator and GCC Participant Surveys

Research Methods

• Internet survey administered to North American motorcoach company operators during summer 2009

• Members of American Bus Association (ABA) and/or United Motorcoach Association (UMA)

• GCC Participant survey administered separately

Motorcoach Operator and GCC Participant Surveys

Results

• 204 respondents in general survey

• Follow up telephone interviews– 75% did not recall receiving messages about survey

– Non-respondents did not differ from respondents in awareness of, and interest in, green certification or use of green marketing

• 21 respondents in participant survey

Motorcoach Operator and GCC Participant Surveys

Results

GCC Participant

Would Consider

Participating

Would NOT Consider

ParticipatingNumber of Respondents 21 157 36

Fulltime Employees* 74 8 4

Miles per Year* a 1,651 355 120

*Median values aIn thousands

Environmental Knowledge

GCC Participant

Would Consider

Participating

Would NOT Consider

Participating F PEPA Engines 4.19 3.18 a 2.75 a 8.507 0.000Carbon Footprint 2.24 a 1.84 a 1.28 6.824 0.001

Anti-Idling 4.52 4.04 3.67 6.627 0.002

Carbon Offsets 2.19 1.59 a 1.43 a 4.455 0.013

Biodiesel 3.47 a 2.80 a b 2.60 b 3.179 0.044Ultra Low Sulfur Diesel 2.33 a 2.03 a 1.86 a 0.988 0.374

Environmental Knowledge

Anti-Idling

EPA Engines

Biodiesel

ULSD(n.s.)

Carbon Footprint

Carbon Offsets

1 2 3 4 5

Would NOT Consider Participating Would Consider Participating GCC Participant

Environmental AttitudesGCC

Participant

Would Consider

Participating

Would NOT Consider

Participating F PGreen Certification 2.05 1.21 -0.33 38.551 0.000

EPA Engines 1.05 0.05 -0.67 11.839 0.000

Anti-Idling 2.22 1.50 0.65 10.971 0.000

Carbon 0.53 0.00 -0.57 10.303 0.000

Passenger MPG 1.58 0.90 0.33 9.723 0.000

Recycling 0.83a 0.41a -0.60 9.093 0.000

Biodiesel 0.43ab 0.43a -0.13b 4.214 0.016

Environmental Attitudes

Anti-Idling

Green Certification

Passenger MPG

EPA Engines

Recycling

Carbon

Biodiesel

-3 -2 -1 0 1 2 3

Would NOT Consider Participating Would Consider Participating GCC Participant

Environmental BehaviorsGCC

Participant (Current)

GCC Participant

(Before Participation)

Would Consider

Participating

Would NOT Consider

ParticipatingGreen Marketing 95.2% 71.4% 32.7% 16.7%

Recycle at HQ 81.0% 66.7% 70.9% 48.5%Environmental Policy 57.2% 33.3% 27.6% 21.2%

Recycle on Buses 47.6% 33.3% 50.3% 38.9%

Carbon Footprint 23.8% 23.8% 7.6% 2.8%

Carbon Offsets 10.5% 10.5% 5.2% 2.9%

Environmental Behaviors

Green Marketing

Recycle at HQ

Environmental Policy

Recycle on Buses

Carbon Footprint

Carbon Offsets

0.0% 100.0%

Would NOT Consider Participating Would Consider Participating

GCC Participant (Before Participation) GCC Participant (Current)

Environmental Behaviors

Green Marketing

Recycle at HQ

Environmental Policy

Recycle on Buses

Carbon Footprint

Carbon Offsets

0.0% 100.0%

GCC Participant (Before Participation) GCC Participant (Current)

Tour Operator SurveyMethods

• An Internet survey was administered to North American Tour Operators that are members of the American Bus Association.

• During the summer of 2009, messages were sent using Survey Monkey to each operator with 5 follow-up e-mails to non-respondents.

• Non-respondent phone calls were made at the end of the survey period.

Tour Operator SurveyResults

• Response rate of 33% (72 out of 228).

• Majority had a company size of 10 full time employees or less, with an adjusted average of 6.4 employees.

• 96% reported booking multi-day trips.

• 97% book trips for groups larger than 31 people.

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Level of Importance of Environmental Practices

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13%

52%

27%

7%

None

One

Two

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87% of respondents engage in one or more environmentally friendly behaviors.

Tour operators’ willingness to pay

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Tour operators’ willingness to pay

Mean importance of environmental practices

Significance

Not Willing to Pay More 2.94

0.05Willing to Pay More 3.47

Number of environmental behaviors

Significance

Willingness to Pay Chi-square = 4.89 0.18

Outreach and Publications

1. Research Presentations

2. GCC Outreach Materials

3. Press Coverage

Research Presentations• Transportation Research Forum, March

2010

• Transportation Research Board, January 2010

• Behavior Energy and Climate Change Conference, November 2009

• National Extension Tourism Conference, June 2009

• Vermont Travel Industry Conference, April 2009

Outreach Efforts

• Site visits to 14 motorcoach operators so far

• Presentations for International Motorcoach Group, New England Bus Association, American Bus Association, and United Motorcoach Association

• Weekly communication with organizations and operators

GCC Outreach Materials

• Fact Sheets--Motorcoach Operator Survey--Tour Operator Survey--Biodiesel--Participant Comparison

• Program Packet for Field Test Participants

Press Coverage

• Clean Cities Coalition Newsletter Articles

• NECN coverage at Quinnipiac University

• Trade Magazines (i.e., Bus and Motorcoach News, Destinations, Bus Ride)

• Providence Journal• A number of online news

services/journals

Budget

• Opportunities to expand research/budget are being explored (e.g., ABA Foundation; companies such as Academy Coach Lines and Massport; Clean Cities Program)

• Additional match could be available

Vision for the Future

• Development of Green Coach research phase II

• Pilot program becomes permanent, serving as the foundation for a certification program for the passenger transportation sector