Survey Shows Canadians Willing to Pay More For Greener Cars
TORONTO - A survey suggests Canadians are willing to spend thousands of dollars more for less-polluting cars - which often cost tens of thousands less.
In the survey by Cap Gemini Ernst & Young Canada and Maritz Automotive Research, almost 40 per cent of Canadians polled said they would be prepared to pay "significantly" more for greener vehicles.
"It was the first time such a study found not only concern for the environment but a willingness to shoulder the load from the pocketbook," says Chris Travell, director of research for Maritz.
The finding could have "profound implications" for emerging technologies such as fuel cells and gasoline-electric hybrids.
Of course, the technology already exists to cut the fuel consumption and tailpipe emissions of a big sport utility vehicle by half or more, at half the price and with little or no loss of usability: it's called a small station wagon.
© The Canadian Press, 2001
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