Do greens drive Hummers or hybrids? Environmental ideology as a determinant of consumer choice

This paper uses several California data sets to test for differences in consumption patterns between greens and browns. A personʹs “environmentalism” is rarely observed in consumer data sets. In California, a communityʹs share of Green Party registered voters is a viable proxy for community environmentalism. Environmentalists are more likely to commute by public transit, purchase hybrid vehicles, and consume less gasoline than non-environmentalists.