How Important Is Vehicle Safety for Older Consumers in the Vehicle Purchase Process?

Objective: This study aimed to investigate the importance of vehicle safety to older consumers in the vehicle purchase process. Methods: Older (n = 102), middle-aged (n = 791), and younger (n = 109) participants throughout the eastern Australian states of Victoria, New South Wales, and Queensland who had recently purchased a new or used vehicle completed an online questionnaire about their vehicle purchase process. Results: When asked to list the 3 most important considerations in the vehicle purchase process (in an open-ended format), older consumers were mostly likely to list price as their most important consideration (43%). Similarly, when presented with a list of vehicle factors (such as price, design, Australasian New Car Assessment Program [ANCAP] rating), older consumers were most likely to identify price as the most important vehicle factor (36%). When presented with a list of vehicle features (such as automatic transmission, braking, air bags), older consumers in the current study were most likely to identify an antilock braking system (41%) as the most important vehicle feature, and 50 percent of older consumers identified a safety-related vehicle feature as the highest priority vehicle feature (50%). When asked to list up to 3 factors that make a vehicle safe, older consumers in the current study were most likely to list braking systems (35%), air bags (22%), and the driver's behavior or skill (11%). When asked about the influence of safety in the new vehicle purchase process, one third of older consumers reported that all new vehicles are safe (33%) and almost half of the older consumers rated their vehicle as safer than average (49%). A logistic regression model was developed to predict the profile of older consumers more likely to assign a higher priority to safety features in the vehicle purchasing process. The model predicted that the importance of safety-related features was influenced by several variables, including older consumers’ beliefs that they could protect themselves and their family from a crash, their traffic infringement history, and whether they had children. Conclusions: These findings are consistent with previous research that suggests that, though older consumers highlight the importance of safety features (i.e., seat belts, air bags, braking), they often downplay the role of safety in their vehicle purchasing process and are more likely to equate vehicle safety with the presence of specific vehicle safety features or technologies rather than the vehicle's crash safety/test results or crashworthiness. The findings from this study provide a foundation to support further research in this area that can be used by policy makers, manufacturers, and other stakeholders to better target the promotion and publicity of vehicle safety features to particular consumer groups (such as older consumers). Better targeted campaigns may help to emphasize the value of safety features and their role in reducing the risk of injury/death. If older consumers are better informed of the benefits of safety features when purchasing a vehicle, a further reduction in injuries and deaths related to motor vehicle crashes may be realized.