Ethical Fuel Consumption Amongst Capetonian Millennial Drivers

Abstract

This study explores whether the socio-political ethical consumption of fuel is a consideration among upper-class Capetonian millennial drivers. A qualitative research design was used to gather in-depth meaningful data and explore the multifaceted and personal/subjective implications that ethical issues of fuel have on the consumption habits of the participants. Due to a lack of substantial research in the fields of ethical consumption of fuel, particularly in relation to Capetonian millennials, the research had to be exploratory in order to gain a greater understanding of the phenomenon, situation, and process. The findings showed that the socio-political ethical consumption of fuel is not a consideration among the participants. The findings were interpreted to mean that the lack of active consideration of ethical fuel consumption is not due to a lack of compassion or responsibility but is rather brought upon by several factors. These include: a lack of alternative transport that is safe, reliable, and on time; economic reasons; convenience; and the overwhelming and complex nature of this particular ethical dilemma.