EAST LANSING, Mich. — When it comes to saving the environment, Generation Y is all for it – as long as it comes with an economic benefit, according to new research by Michigan State University in collaboration with Deloitte LLP.
Based on a scientific survey of 18- to 30-year-olds, researchers from MSU's Eli Broad Graduate School of Management found that 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.