“ the behaviour we want to limit is driving”

By we, what do you mean? If this was true, we’d build walkable cities, public transportation and promote home office as much as possible.

"We" as in a society that wants to reduce the amount of microplastics from tires (or who wants to reduce environmental impact as much as possible).

It's sadly also the same "we" that is more interested in preserving the status quo in the name of the al might holy economy as it exists today. The same "we" that doesn't want to upset voters. The same "we" who won't vote for the greener option because "we" can't imagine a future different from yesterday.