Consumer behaviour and environmental quality in Hawaii

PurposeThe purpose of this paper is to add to the body of knowledge on the relationship between consumer behavior and environmental quality. The specific purpose is to gauge the predisposition of Hawaii residents to purchase a hybrid auto and their level of agreement to support legislation that improves ands protects environmental quality.Design/methodology/approachThe research is a case study based on a literature review of relevant Hawaii, national, and international publications and a survey of Hawaii consumers. The survey is an exploratory study using a non‐random sample of 350 Hawaii residents identified as owners of non‐hybrid cars.FindingsRegardless of age and gender, respondents agreed that they would purchase a hybrid car if the cost was the same as a traditional gas fueled car. There were significant correlations between agreement to purchase a hybrid car and agreement to support legislation that provides tax credits to consumers who purchased a hybrid car and other environmentally safe products, tax credits to companies that produce environmentally safe products, and penalties for government agencies, private organizations, and individuals who pollute the environment.Originality/valueThe paper is based on primary data from a survey of Hawaii consumers. Its content is not only valuable to people in the same field, but generates hypotheses for future research.