The study finds that, in particular, new-vehicle buyers who express a strong willingness to pay more for environmentally friendly vehicles are more likely to be female and are highly educated. The concentration of consumers who express willingness to pay extra for an environmentally friendly vehicle is highest in the western United States and lowest in the Midwest. According to the study, among these environmentally conscious consumers, approximately one in 10 actually purchased a new hybrid vehicle.
J.D. Power and Associates Reports: Yahoo! Finance
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