Survey Says 80% Of Americans STILL Won't Pay A Premium To Be Green

Most U.S. car owners want to cut the nation’s oil consumption and dependence on foreign oil. But few are willing to pay more for a fuel-efficient or environmentally friendly car. Those are some of the findings of a new survey by the Consumer Reports National Research Center.

Nearly 80 percent of survey respondents said they would “strongly support” or “somewhat support” a national goal of reducing oil consumption. And more than 70 percent said they would support increased government funding for measures aimed at achieving that goal. Still, 94 percent named a high purchase price as a deterrent to choosing an “environmentally friendly or green” vehicle.

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0to60 - 11/15/2010 2:49:53 PM

+2 Boost

That leaves 20% of the market that can be capitalized upon

uaw_lax - 11/15/2010 3:22:26 PM

-1 Boost

And the 20% would be larger than any current niche.

Agent009 - 11/15/2010 3:49:48 PM

+2 Boost

But it always stays a niche... that is the bigger problem.

uaw_lax - 11/16/2010 11:55:22 AM

+1 Boost

niches are great for profits look at Miata sales.

Steve - 11/15/2010 4:05:23 PM

+2 Boost

In order to understand this data, it is critically important to understand the difference between what people *say*, and that which actually *is*. Well-intentioned folks make all sorts of *claims* about what they support, but ultimately, our behavior reveals when we actually *do*, and often, there is a big difference.

Another way of seeing this, is that virtually all of us are in favor of "green," providing it does not inconvenience or cost us too much.

thstone - 11/15/2010 4:14:02 PM

+2 Boost

2007 proved that people will pay MORE than $4 (per gal equivalent) if they can save $4 (per gal equivalent) at the pump.

Thus, being "green" for environmental reasons will always be a niche (save the whales, etc), but being "green" for economic reasons will become the majority when gas goes over $4+/gal.

LexSucks - 11/15/2010 5:30:19 PM

+2 Boost

Paying a premium for being green is dumb.

atc98092 - 11/15/2010 6:48:42 PM

+2 Boost

I would suggest that the amount of premium would be the major factor. some people might be OK with $1-2000 on a car that sells from $25k or higher, but more than that, or a car that is below $20k with that much, is likely a tougher sell.

If they didn't qualify the question with an amount, the answers become rather vauge.

veyron1001 - 11/16/2010 8:52:51 PM

+1 Boost

Why should you be penalized for buying a "green" product?