Sport Utility Vehicles:
The Environmental Consequence of an American Phenomenon

Kristen Getler

The growing nationwide popularity of Sport Utility Vehicle (SUV) ownership currently poses additional threats to the health of the environment. From 1980-1990, SUV sales in the U.S. increased over 380%. In 1998, 2.8 million SUVs drove onto U.S. roads. These statistics appear even more staggering when compared to the Western European nations, where SUVs comprise only 3% of the car market compared to 47.5% in the Unites States. This is an American phenomenon that poses an environmental threat of great magnitude due to the cars' excessive fuel consumption and higher carbon monoxide emissions.

This trend in car purchasing, which shows no signs of abating, prompted the current study which is an exploration into the perceptions and attitudes of SUV owners. I wanted to find out if drivers were aware of the environmental ramifications of their vehicles to see if they detect the relationship between their consumer decisions and our degraded environment.

This study consisted of a three-part social research project based on in-depth discussions with SUV drivers themselves. Intercept interviews and focus groups concentrated on inquiries concerning vehicle perception and use, environmental consequences of SUVs, and personal environmental behaviors and perceptions. A total of 50 people participated in the study. Drivers were also approached at the gas pumps and asked about their feelings on the recent rise in gas prices and their effect on driving habits.

The main findings from this study reveal some surprising and not so surprising results. For one, drivers expressed that they greatly value their SUVs for the safety, image, and combination of luxury and utility that they provide. This belief is held even in cases where the cars are actually not universally "safe". Yet, drivers also showed that they are not maximizing the utility that their SUVs provide in terms of four-wheel drive and off-road usage, the capabilities that lend to their SUV classification. Discussion about the environment revealed that the appeal of SUVs overrides any kind of personal environmental conscience or environmental "concerns" of those interviewed. While most people interviewed showed concern for the environment and recognized its declining state as a result of human behaviors and decisions, this concern was rarely complemented with actions that supported this claim.

While this study dealt with a very small number of individuals, the consistency of the findings was strong. This leads me to suggest the following as possible solutions and next steps. Consumers are too enamored of their SUVs and are not ready to give them up. The problem requires government intervention, the cooperation of industry, and the help of environmental groups. I suggest that government utilize its voice to alert the public, to not only the SUV trend but to all cultural trends such as this that damage the environment, and begin addressing the dominant lifestyle choices that have adverse consequences on the environment. Significantly, while drivers want their SUVs they said they would welcome an SUV that is better for the environment. Therefore a repackaged, more efficient and less polluting SUV would do well in this market. Environmental groups could improve upon the job they are doing educating the public about SUVs and spreading the word about consumer practices and the environment.

This study was both a market exploration and an exploration of our consumerist culture's relation to the environment. Consumers do not fully comprehend the effects that their behaviors and actions have on the environment, and so the environment continues to suffer. The SUV phenomenon is a mere slice of American life that reflects the grave danger of the dominant mindset that represents our culture. This study of SUVs puts a mirror to Americans, and reveals a threatening relationship between the cultural mindset and the environment.