Go Easy on the Environment -- And Our Wallets, Says Generation Y

When it comes to saving the environment, Generation Y is all for it -- as long as it comes with an economic benefit.  Based on a scientific survey of 18- to 30-year-olds, young consumers will not pay a premium price for an automobile simply because it is environmentally friendly. Instead, the determining factor -- by far -- is fuel efficiency. Young consumers will pay only $1,500 extra for a $20,000 automobile simply because it is a hybrid and considered environmentally friendly. But those same consumers will pay an additional $8,000 for a vehicle that gets 15 extra miles per gallon -- regardless of whether it's a hybrid.

http://www.sciencedaily.com/releases/2010/01/100121140345.htm