This project was funded by ADEME as part of its PRIMEQUAL 2020 program, which links air quality, climate, and energy. The project was carried out in partnership with UGE and the universities of Nantes and Rennes from 2021 to 2025 (48 months). FRAME is a multidisciplinary project incorporating economics and psychology, as well as multiple methodologies. The project aims to assess the effects of local issues, such as air pollution and health, and global issues, such as climate change, on choices and perceptions in various areas of mobility. The project provides empirical evidence of the acceptability and acceptance processes of road taxes, as well as the effectiveness of perceptions of the living environment and dynamic standards in promoting sustainable mobility choices. Fifty semi-structured interviews were conducted, in addition to a social psychology experiment and two behavioral economics experiments (a Discrete Choice Experiment and a Laboratory Experiment). Taken together, the results validate the theoretical approach that environmentally friendly behavioral preferences are an integral part of the decision-making process, not a pre-existing state, and thus offer many avenues for further research.