A Comparison of the Effects of Material and Environmental Values on Vehicle Ownership

The results of a 1988 survey of Brisbane residents demonstrate a consistent linkage between the respondent's values and their preferences for vehicle ownership and use. Through the use of the ‘Dominant Social Paradigm’ - ‘New Environmental Paradigm’ theoretical framework (e.g. Cotgrove 1982) and the testing of ‘known groups’ (business people and members of the Rainbow Alliance) the following pattern emerged. The businesspeople were less willing to conserve fuel, and were more concerned with ‘comfort’ considerations when purchasing a motor vehicle than the Rainbow Alliance respondents who were more interested in utilitarian aspects. When subsamples with similar demographic/socioeconomic characteristics (males, respondents aged 35–49 years, respondents with household incomes between $20 000 and $49 999) were compared, the Rainbow Alliance respondents were more likely to own older, less valuable vehicles with small engines and manual transmissions. The businesspeople were more likely to own air-conditioned vehicles with poor fuel economy. This finding is an example of how people's values influence their vehicle purchasing decisions and is useful to policy-makers seeking to improve the efficiency of Australia's vehicle fleet.