Paying extra bucks to "go green" in a hybrid car may pay off in self-esteem and image for older drivers, as well as give a healthy boost to the environment, according to a Baylor University study.
The finding is significant because some segments of the older-consumer population control a considerable share of the discretionary income in the United States, and the population size of the "mature market" is growing rapidly, researchers said.
The study is published in the journal Human Factors and Ergonomics in Manufacturing and Service Industries.