Older folks living in the United States are willing to pay more for a hybrid car not just for its green features, but because the vehicles carry with them a certain level of prestige, according to a study out of Baylor University.
In other words, hybrids are a status symbol among baby boomers.
The Baylor University study, which was based on a national survey of people age 60 and older who had bought hybrid cars, found their satisfaction was influenced by social values such as pride and prestige as well as quality and price. The study was published in the journal Human Factors and Ergonomics in Manufacturing and Service Industries.
Emotional values such as excitement did not influence their intention or satisfaction in any significant way, the study says.
The upshot? The findings suggest that these older customers are concerned about how they appear to others when driving a hybrid car, researchers wrote.