Traffic has become a serious threat to modern society. Excessive traffic causes noise, accidents, and air pollution. Too much traffic in the urban environment will directly affect the amount of time people spend outdoors, as well as their physical activities. Air pollution will also have an adverse effect on the general health of people. In addition, there are well documented adverse effects on buildings, vegetation, and the global climate. Numerous attempts are now made all over the world to come to terms with the traffic in the cities by means of technical or legislative solutions. Traffic restrictions, catalytic exhaust treatment, electric propulsion, and collective vehicles, are being tried out in many of the cities suffering from the excessive traffic syndrome. However, the solutions are not to be found only in the technological and economic realms, but in the attitudes and motivations of millions of everyday car users. What is needed, is a profound change of a psychological kind, a true metamorphosis of the mind. To begin with, we will need an analysis from the environmental psychology point of view of the many factors that may influence, and eventually bring about a change in, people's traffic attitudes. The present study constitutes one such attempt. The idea of the study has been to relate the environmental awareness of car users to their own transportation needs and traffic behavior, in an attempt to understand the motivational patterns underlying their decisions of using or not using the private car. One aim of the study has been to assess what restrictions to their own traffic behavior ordinary people would be willing to accept. One hundred subjects, with varying driving experience, but all holding a driver's license, were presented with forty different kinds of traffic restrictions, and asked to list them in terms of acceptability and encroachment. y means of multivariate analysis, it was possible not only to rank order the various restrictions, but also to recognize the underlying motivations and identify subgroups of people, who expressed dissimilar attitudes. The results from this first part of the study will be presented, and the implications of possible changes for the built environment will be discussed.