Road transport accounts for about a quarter of all carbon emissions in the UK, highlighting the need for low carbon alternatives to current fuels and vehicles. Running on hydrogen and virtually emissions-free, fuel cell vehicles are considered to be one of the most promising ways of reducing transport-related emissions. Understanding the user benefits of fuel cell vehicles and the determinants of demand is essential for their successful penetration. This contingent valuation study investigates the preferences of London taxi drivers for driving emissions-free hydrogen fuel cell taxis, both in the short term as part of a pilot project, and in the longer term if production line fuel cell taxis become available. The results show that willingness to pay to participate in a pilot project seems to be driven mostly by drivers' expectation of personal financial gains. In contrast, however, environmental considerations are found to affect taxi drivers' longer-term vehicle purchasing decisions. The results also reveal that driving hydrogen-fuelled vehicles does not seem to raise safety concerns amongst taxi drivers. (C) 2003 Elsevier Ltd. All rights reserved.