Help Define Automotive Purchase Behavior – Few Choose Vehicles Based On Environmental Impact.

When it comes to cars, trucks and motorcycles, more Americans are interested in design, performance and technology than in being environmentally conscious, according to data just released by Mediamark Research Inc. (MRI).

The new data, the result of a survey of 13,000 Americans ages 18 and over, are contained in MRI’s Survey of the American Consumer. Respondents were asked to agree or disagree with 20 statements about automotive attitudes. MRI released the new information to its clients earlier this month.

Just 5.1% of U.S. adults agreed with the statement, “I buy vehicles that reflect my commitment to support the environment.” Among men, the percentage agreeing was 5.9% versus 4.3% of women. More than one-quarter (26.1%) of adults agreed with the statement, “The quality of workmanship/construction of a vehicle is more important than anything else.”

“Car manufacturers are seeking ever more focused insights into what motivates the car-buying public,” said Kathi Love, President and Chief Executive Officer of MRI. “These psychographic data, when used in conjunction with MRI’s extensive database of demographic and product purchase/usage information, gives marketers a much clearer picture of what drives consumer behavior.”

Nearly one-third (31.9%) of adults agreed that, “I think of vehicles as basic transportation.” 33.8% of women vs. 29.9% of men agreed with the statement.

Asked whether they agreed that, “I research and compare as many vehicles as possible before making my final purchase decision,” 21.9% of adults responded in the affirmative. Among respondents whose education reached the post-graduate level, 25.6% agreed versus 20.4% for people whose formal education ended with high school.

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