Motorists seek more green cars
Updated on 28 September 2008
Environmental considerations are driving more motorists to seek green alternatives when considering a new car, it was revealed.
Three in four buyers would look for a vehicle with low carbon dioxide emissions when making their next purchase, a survey for the Newspaper Marketing Agency (NMA) found.
Two in three of the 2,665 people polled would change their choice of car to reduce their emissions, while 51% were prepared to pay more for low-emission technology.
The survey found that Honda and Toyota were the companies with the best reputation for "doing something" to reduce the impact of cars on the environment. Both scored almost three times as many positive mentions as their closest rivals, Lexus and Ford.
The poll also revealed that the only issue that mattered more than environmental impact when choosing a car was fuel efficiency. More than four out of five (83%) agreed that fuel economy was more important than high performance.
However, many consumers remain confused by the jargon of greener living. More than a quarter of respondents had only a vague, or no, idea of what their carbon footprint was.
Around 20% did not understand the term "greenhouse gases", and a similar number were confused by "fuel efficient" and "CO2 emissions".
NMA chief executive Maureen Duffy, chief executive of the NMA, said: "Car buyers are clearly concerned by the threat of global warming, and are changing their purchasing choices accordingly.
"But there is confusion about the meaning of the terms being used, especially among women and younger buyers, who are the most interested in making greener choices. Car advertising needs to engage better with consumers to help them to understand the choices they clearly want to make."
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