“The pain in their wallets is causing them to rethink their lifestyles,” said Jamie Court, president of Consumer Watchdog in Santa Monica, a frequent critic of Big Oil. “People tend to be a lot more environmentally conscious when just ignoring it is going to cost them something.” The changes are even more significant, Court said, given the steady rise in the number of drivers. “It shows that ultimately we can solve both the higher emission problem and the higher consumption problem associated with more drivers if we can continue to improve fuel efficiency technology,” Court said.
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