This paper considers the difficulties people have in adopting and maintaining eco-friendly driving behavior. A sample of drivers completed an online survey about eco-friendly behavior focusing on; anticipation, steady speed, low motor regime and shifting up, and others indirectly-related to the driving activity, as well as their attitudes towards environmental issues, and driving history. In general, drivers found adopting eco-friendly behavior quite easy. Drivers report anticipation behavior more frequently and perceived them as less difficult to adopt than the other changes. Inversely, low revolution motor running and the shifting up of gears were reported the least frequently and seen as the most difficult to adopt. Young and/or middle-aged drivers reported the four categories of behavior less frequently and more difficult to adopt as compared to the other age groups.
