Market Analysis and Consumer Impacts Source Document. Part III. Consumer Behavior and Attitudes Toward Fuel Efficient Vehicles

Schaeffer, K. H.; Westenberg, David A. · 1980 · ROSA P / United States. Department of Transportation. National Highway Traffic Safety Administration

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Summary

This report, Part III of the "Market Analysis and Consumer Impacts Source Document," examines consumer behavior and attitudes toward fuel-efficient vehicles in the United States during the late 1970s. Prepared for the National Highway Traffic Safety Administration (NHTSA) by the Transportation Systems Center, the study aims to understand consumer acceptance of federal fuel economy standards and the factors influencing vehicle-type choices. The research is motivated by the need to assess public perception of the energy crisis and the potential impact of regulatory mandates on automotive preferences. The study synthesizes data from multiple sources collected between 1976 and 1978, including group depth interviews by National Analysts, focus groups by Charles River Associates and Market Facts, the National Transportation Survey, and econometric models developed by Cambridge Systematics, Inc. (CSI) and Wharton Econometric Forecasting Associates. The CSI model, a multinomial logit specification, analyzed vehicle choices for one- and two-vehicle households using data from the University of Michigan’s Survey of Consumer Sentiments. This model evaluated utility based on attributes such as seating capacity, performance, cost, and style, conditioned on household demographics like size, income, and number of workers. Additionally, mail surveys from Newsweek and Rogers National Research provided broader buyer profiles. Key findings indicate that in 1978, consumers were skeptical about the existence of an immediate energy crisis, often attributing shortages to market manipulation or conspiracy theories rather than genuine scarcity. There was little sense of urgency or willingness to make personal sacrifices for conservation, though many acknowledged finite petroleum supplies in the long term. Awareness of fuel economy standards was low and frequently confused with other government initiatives. Demographic analysis revealed strong correlations between owner characteristics and vehicle choices: older owners preferred heavier vehicles, while younger owners preferred smaller ones; women favored compacts and sporty coupes, whereas men preferred full-sized and luxury cars. Rural residents owned more light trucks, while city dwellers owned more sedans. Two-vehicle households tended to functionally specialize their fleets, often choosing a pair of vehicles that were individually smaller than the single vehicle preferred by one-vehicle households. The most desired vehicle attributes were fuel economy, reliability, and seating/luggage capacity. The significance of this report lies in its detailed characterization of consumer resistance to fuel efficiency mandates during the energy crisis era. It highlights that consumer adoption of fuel-efficient vehicles was hindered by skepticism regarding the energy crisis and a preference for larger, more comfortable vehicles. The findings suggest that symbolic leadership and clear communication were necessary to build support for conservation measures. Furthermore, the study provides empirical evidence on how household demographics and vehicle ownership patterns influence market trends, noting that the growth in motor vehicle ownership in the 1970s was driven primarily by an increase in multi-vehicle households and a shift toward light trucks for personal transportation.

Key finding

Consumers preferred mid-sized automobiles and valued fuel economy, reliability, and seating and luggage capacity as the most desired vehicle attributes.

Methodology

mixed_methods

Provenance

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Topics

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• acceptance adoption