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A Study of Sustainable Behaviors Among California Hispanics Regarding Transportation

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Abstract: Hispanics represent a significant and growing population segment in the United States (56 of all population growth), and California represents the largest percentage of Hispanics (37 ). This research concentrated on learning more about Hispanics and their sustainable behaviors regarding transportation, both public and private. By studying Hispanic transportation behaviors, marketers can understand their future needs, supplying the products services through effective promotional media channels. This project allowed researchers to identify behaviors of Hispanics in California regarding green transportation and the media that influences them. The use and purchase patterns of hybrid vehicles were analyzed, as well as the use of car pools and public transportation, current gas mileage (mpg) and media they prefer. It was found that Hispanics drive hybrids slightly less than non-Hispanics. There is a somewhat higher preference for the next purchased car to be a hybrid for Hispanics than for non-Hispanics. In addition, fewer Hispanics use public transportation or a car pool than non-Hispanics. The researchers believe that the conclusions from this exploratory study will help marketers of transportation services in the public and private sectors. Additional research and discussions on Hispanics and sustainable transportation are expected and welcome after this pilot study.

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