National survey in the U.S. reveals lack of knowledge about ethanol among consumers
The results of a newly released consumer survey commissioned by Pavilion Technologies and conducted by Harris Interactive, states that many drivers are uneducated when it comes to biofuels. Despite a surge in production and government support, only a fraction of adult drivers in the United States (5%) currently use biofuels such as an ethanol-blend fuel or biodiesel. Education and availability prove to be stumbling blocks on the road to making ethanol a market staple.
The survey found that not only do drivers lack awareness about biofuels, many are misinformed on the subject. Forty-four percent of drivers agreed that they do not understand the difference between biofuels and conventional gasoline. One in four drivers who do not use a biofuel (25%) indicated that they do not know what it is. The overall survey results suggest that many consumers are not aware that ethanol is cheaper and better for the environment than traditional gasoline and that many cars on the road today can run on ethanol blends without modification.
Common perceptions and misconceptions that inhibit demand for alternative fuels include:
Fifty-seven percent of drivers are not sure whether biofuels are more, less, or equally as expensive as traditional gasoline or diesel fuel.
Like traditional gasoline, ethanol-blend prices fluctuate and vary from region to region. However, at the time of this release, a non-scientific sampling of fuel stations across the U.S. found E85, a blend of 85 percent ethanol and 15 percent gasoline, priced lower or the same as regular unleaded gasoline. In some areas, E85 was as much as $.30 per gallon less than regular unleaded.
Fifty-seven percent of drivers who do not use a biofuel say it is because they do not think their car can run on it.
Ethanol-blended fuels are approved under the warranties of all auto manufacturers marketing vehicles in the U.S. Any gasoline-powered car manufactured in the U.S. after 1982 can run on a 10 percent ethanol/90 percent gasoline blend, or E10. More than six million flexible fuel vehicles (FFVs) currently on the road in the U.S. can use E85. Seventeen million more FFVs are expected on the road this year. Furthermore, any diesel vehicle or diesel engine can run using biodiesel.
Nearly half (47%) of drivers who do not use biofuels say they do not know where to buy them.
According to the U.S. Department of Energy, most gas pumps in America do not carry ethanol-blended gasoline today, making it inaccessible for the vast majority of consumers. While the exact number of gas stations that carry some blend of ethanol is unclear, the Renewable Fuels Association indicates less than 1,200 retail gas stations, or 1% of U.S. gas stations, offer E85:
ethanol :: biomass :: bioenergy :: biofuels :: energy :: sustainability :: marketing :: United States ::
Motivations for Change
Of drivers who currently do not use biofuels, the overwhelming majority (95%) indicated that they could be encouraged to make the switch. When asked what would encourage them to start using a biofuel in their vehicle, the most common response (72%) was a lower price than conventional gasoline or diesel fuel. Convenience was the second most cited response, as about six in ten (61%) said that they would switch to biofuels if they were sold at their local gas station. However, proximity is critical: 63% of drivers overall indicated that they would not be willing to drive farther to a gas station that sells biofuels.
Drivers who do not currently use biofuels also weighed in with a variety of other responses, most notably: about six in ten (59%) cited the desire to reduce U.S. dependence on foreign oil and nearly half (48%) would switch if they were offered a tax credit or other financial incentive from the government. In addition, despite the fact that three out of four drivers (75%) agreed that they typically opt for the cheapest solution when purchasing fuel, 47% indicated that they would pay a premium price for biofuels if they were proven to be better for the environment than conventional gasoline.
“There has been tremendous innovation within the ethanol industry and manufacturers are using leading-edge technologies to produce more energy-efficient ethanol than ever before,” said Matt Tormollen, chief marketing officer, Pavilion Technologies. “The results of this survey demonstrate the critical need to make consumers aware of the benefits of ethanol—and then to actually make those alternatives available—in order to ensure the new supply meets demand at the local pump.”
The survey found that not only do drivers lack awareness about biofuels, many are misinformed on the subject. Forty-four percent of drivers agreed that they do not understand the difference between biofuels and conventional gasoline. One in four drivers who do not use a biofuel (25%) indicated that they do not know what it is. The overall survey results suggest that many consumers are not aware that ethanol is cheaper and better for the environment than traditional gasoline and that many cars on the road today can run on ethanol blends without modification.
Common perceptions and misconceptions that inhibit demand for alternative fuels include:
Fifty-seven percent of drivers are not sure whether biofuels are more, less, or equally as expensive as traditional gasoline or diesel fuel.
Like traditional gasoline, ethanol-blend prices fluctuate and vary from region to region. However, at the time of this release, a non-scientific sampling of fuel stations across the U.S. found E85, a blend of 85 percent ethanol and 15 percent gasoline, priced lower or the same as regular unleaded gasoline. In some areas, E85 was as much as $.30 per gallon less than regular unleaded.
Fifty-seven percent of drivers who do not use a biofuel say it is because they do not think their car can run on it.
Ethanol-blended fuels are approved under the warranties of all auto manufacturers marketing vehicles in the U.S. Any gasoline-powered car manufactured in the U.S. after 1982 can run on a 10 percent ethanol/90 percent gasoline blend, or E10. More than six million flexible fuel vehicles (FFVs) currently on the road in the U.S. can use E85. Seventeen million more FFVs are expected on the road this year. Furthermore, any diesel vehicle or diesel engine can run using biodiesel.
Nearly half (47%) of drivers who do not use biofuels say they do not know where to buy them.
According to the U.S. Department of Energy, most gas pumps in America do not carry ethanol-blended gasoline today, making it inaccessible for the vast majority of consumers. While the exact number of gas stations that carry some blend of ethanol is unclear, the Renewable Fuels Association indicates less than 1,200 retail gas stations, or 1% of U.S. gas stations, offer E85:
ethanol :: biomass :: bioenergy :: biofuels :: energy :: sustainability :: marketing :: United States ::
Motivations for Change
Of drivers who currently do not use biofuels, the overwhelming majority (95%) indicated that they could be encouraged to make the switch. When asked what would encourage them to start using a biofuel in their vehicle, the most common response (72%) was a lower price than conventional gasoline or diesel fuel. Convenience was the second most cited response, as about six in ten (61%) said that they would switch to biofuels if they were sold at their local gas station. However, proximity is critical: 63% of drivers overall indicated that they would not be willing to drive farther to a gas station that sells biofuels.
Drivers who do not currently use biofuels also weighed in with a variety of other responses, most notably: about six in ten (59%) cited the desire to reduce U.S. dependence on foreign oil and nearly half (48%) would switch if they were offered a tax credit or other financial incentive from the government. In addition, despite the fact that three out of four drivers (75%) agreed that they typically opt for the cheapest solution when purchasing fuel, 47% indicated that they would pay a premium price for biofuels if they were proven to be better for the environment than conventional gasoline.
“There has been tremendous innovation within the ethanol industry and manufacturers are using leading-edge technologies to produce more energy-efficient ethanol than ever before,” said Matt Tormollen, chief marketing officer, Pavilion Technologies. “The results of this survey demonstrate the critical need to make consumers aware of the benefits of ethanol—and then to actually make those alternatives available—in order to ensure the new supply meets demand at the local pump.”
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According to a new survey commissioned by the American Lung Association of Minnesota, public awareness of the alternative fuel E85 is up more than 20 percent since two other surveys were conducted in 2006. More than four out of five Minnesota drivers surveyed by the Detroit-based Phoenix Marketing International firm in February said they were somewhat or very familiar with E85, a clean-burning blend of 85 percent ethanol and 15 percent gasoline.
The survey results were welcome -- but not particularly surprising – news to Bob Moffitt, communications director for the American Lung Association of the Upper Midwest’s clean fuels and vehicle technologies program. “Minnesota is clearly the ‘epicenter of E85’ in North America, with more than 300 E85 stations and more than 18 million gallons of the alternative fuel sold here last year,” Moffitt said. “While pleased with the data, we are not satisfied with the number of E85 outlets in Minnesota. Our goal is to have 1,800 E85 outlets in the state five years from now. It’s an ambitious goal, to be sure, but if we don’t act soon we will loose our leadership position to other states that are currently investing millions in E85 station infrastructure.”
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