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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.
Pri
ce
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pu
tati
on
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.
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pu
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.
Pre
vio
us
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ers
hip
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En
vir
on
me
nt.
..
0
5
10
15
20
Nu
mb
er
of
Tou
r O
per-
ato
rsMost Important
Factors in Transportation
Choice
Level of Importance of Environmental Practices
Extre
mel
y Im
porta
nt
Very
Impo
rtant
Mod
erat
ely
Impo
rtant
Som
ewha
t Im
porta
nt
Not a
t all
Impo
rtant
05
1015202530
9
2125
107
Nu
mb
er
of
Tou
r O
per-
ato
rs
Current Environmental Behaviors
13%
52%
27%
7%
None
One
Two
Three
87% of respondents engage in one or more environmentally friendly behaviors.
Tour operators’ willingness to pay
0% 1% 5% 10%0
5
10
15
20
25
30
35
4035
25
9
0
Additional Percent of Price
Nu
mb
er
of
Tou
r O
pera
tors
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