“Beer is now cheaper than gas,” the sign outside the local pizza place reminded me during lunch. If you own a car, it probably hasn’t escaped your notice that gas prices have been ticking steadily upwards at an alarming rate. The nationwide average is now $3.61, a 55 cent increase from last year.
And according to research from Florida State University, it’s giving Americans a serious case of the blues. “Employees were simply unable to detach themselves from the stress caused by escalating gas prices as they walked through the doors at work,” said researcher Wayne Hochwarter.
Surveying 800 people across the Southeastern US, Horchwarter found:
52 percent have reconsidered taking vacations or other recreational activities;
45 percent have had to cut back on debt-reduction payments, such as credit card payments;
Nearly 30 percent considered the consequences of going without basics including food, clothing and medicine;
45 percent report that the escalating gas prices have “caused them to fall behind financially”;
39 percent agreed with the statement “Gas prices have decreased my standard of living”; and
About 33 percent - or one in three - said they would quit their job for a comparable one nearer to home.
I’m fortunate that I live where I can ride my bike and take public transportation almost everywhere I need to go. As it is, I’m not likely to plan trips out of town, and I’m anxious to share rides with people if I have to get into my car. But would I choose gas over food or medicine? The fact that these decisions are being considered sounds like that critical point we’ve heard so much about - when individual Americans take steps to cut back on fossil fuels.
But what are these steps, and how realistic are they? Even if people are willing to take a job closer to home, they may not be able to find one. And if they’re already sacrificing to deal with gas prices, they’re probably not going to go out and buy a new Prius.
MIT has new study looking at what it will take to cut consumer fuel use. The biggest step, it says, is changing consumer expectations: For those who are buying new cars, they’re not going to get faster, sexier improvements - they’re going to get improvements in fuel efficiency. It reminds me of a similar study from MIT (they must be really into this kind of thing), which asked what it will take for people to buy greener cars. The author, Jeroen Struben, told me that it would take a huge mobilization (no pun intended) of the auto industry and policy makers, to get alternative fuel vehicles accepted by consumers. Again, no pun intended, but it seems that there are many, many roadblocks to making fuel efficiency commonplace. Maybe that $4 gallon gas will change all the rules. But we said that about $3 gas, didn’t we?











