Coalition
Undertakes Ethanol Market Research Survey
This past summer the Coalition conducted qualitative and
quantitative research throughout the Midwest to determine consumer awareness,
attitudes and usage of ethanol-blended gasolines in order to determine
why consumers do or do not choose ethanol. The survey found that most consumers
do not know enough about ethanol and its environmental and engine performance
benefits that would encourage them to seek out ethanol at the pump.
According to the research conducted by Cevette and Company of Des Moines,
most drivers are aware of ethanol, yet they do not understand its air quality
benefits or the octane value ethanol adds to gasoline. Moreover, most have
not (or believe they have not) tried ethanol fuel.
While the environmental and engine performance benefits are the most effective
message to encourage drivers to use ethanol, lower price, energy security
benefits and economic benefits were the least effective, according to the
research.
One-third of the drivers surveyed would pay more than 10 cents more per
gallon for gasoline that improves air quality and is safe for their engine,
while more than one-half were willing to pay between one and ten cents
per gallon more. Finally, the study found that the most credible sources
of information on ethanol are mechanics and consumer, health and environmental
public service organizations. Oil companies, government and the media were
the least credible.
For a copy of the research report, "Drivers' Awareness, Attitudes
and Usage of Ethanol-Blended Fuel," contact Ward Lenz at Iowa Department
of Natural Resources, Energy Bureau, phone 515-281-7018 or fax 515-281-6794.
