The Mixed Effects of Rising Gas Prices on Consumers

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During the week of October 2nd, gas prices in the Los Angeles area nearly reached the $5 per gallon mark, the highest it has been in five years. Since 2007, the average annual increase in gas is about 30 cents. The cost of gas is determined by a number of factors including supply and demand, geopolitical tension and a person’s location, among other things. So, what are the consequences of increased gas prices for the economy and how do these consequences affect consumer behavior?

         Gas prices are known to generally fluctuate over the course of a year due to regulations that require different gasoline blends for different seasons.  During the summer, beginning in the months of March and April, the Environmental Protection Agency (EPA) requires that a special blend of fuel be created which contains about 1.7 percent more energy than a winter blend, making it more expensive to make as production takes longer and yield per oil barrel is lower, an increase that is ultimately passed down to the consumer. Normally, gas prices come back down during the fall beginning September 15 when retailers are allowed to switch from summer-blend fuel to winter-blend fuel, but that isn’t necessarily the case for the West Coast, particularly in California where state and city regulations require the summer-blend months to extend until the end of October. On top of this, California also has some of the nation’s strictest gas-production policies that require refineries to create a cleaner gas blend with fewer emissions, a requirement that only a limited number of refineries are able to meet. The result is clear: California gas prices are consistently higher throughout the summer and winter months as compared to other states in the US. This is highlighted by the fact that during the week of October 4th this year, the average California price for a gallon of regular reached $4.18, compared to a national average of $2.65, and an average Texas price of $2.305, according to data compiled by AAA.

***The chart above, taken from the California Energy Commision, highlights the differences in gas prices between California and the US from 2005 to 2018. For each year, the price of gas has remained consistently higher in California than in the US in general.***

To better understand the impact of rising gas prices on the average Californian, the California Energy Commission released an analysis on gas prices in California this year at the request of Gov. Gavin Newsom. Their analysis found that California consumers have a gasoline preference for higher-priced brands such as Chevron, Shell, and 76, and are willing to pay higher prices to continue using these brands when gas prices rise. This indicates that consumers in this state prioritize the advertised quality of their preferred brand over the price of gas, despite having a multitude of options when it comes to choosing where to fill up that empty gas tank. Their report also found that Californians aren’t as concerned with gas prices as their non-western counterparts.

Despite this general preference for quality over price, not all Californians can afford to spend the extra money on presumably high-quality gas. The lower class faces a regressive tax when gas prices go up, while for the upper class, this difference barely (if at all) creates a dent in their wallets.  According to researchers at the Brookings Institute, rising gas prices tend to have a pronounced adverse effect on low to moderate income households in particular. For example, in 2010 when the average price of gas was $2.80 per gallon, US households with an annual income under $50,000 drove an average of 10,000 miles and spent roughly $1,500 on gasoline. Such households have had to front an additional $530 per year for every dollar increase in price, assuming the miles driven has remained the same. For higher-earning families, the increase may not have a direct effect on their purchasing power, but for lower-earning families who already spend most of their income, the impact is far more dramatic. Having no alternative, low to moderate income families are then forced to either cut back on other expenditures or fall further into debt just to keep up with the price of gas. 

This is especially true for families that live paycheck to paycheck as is often the case for low-income households, particularly those that fall below the federal poverty level. A family with an annual income under $25,000, which represents roughly 25% of US households, would end up spending an extra 2% of their income on gas. This percentage is even higher for households with more family members, as a household of four with an annual income of $25,000 already directs about 8.6% of their earnings towards gas, according to data compiled by the Urban Institute. For a family with an annual household income of $100,000, however, the extra money spent on gas amounts to about 0.5%. These households are less likely than their less affluent counterparts to spend all of their income and more likely to have savings to dip into if necessary. While the difference might not seem so meaningful, a family that typically spends all of their income cannot afford to redirect an additional 2% of their funds towards gas, while the 0.5% might already represent a surplus for families on the higher-end of the earning scale. With a poverty rate of 15.1% in California, many households could certainly see themselves affected by rising gas prices as families struggle to adjust gas expenditures on their budgets.  

An increase in gas prices isn’t just unfortunate for lower-income consumers, it may have mixed effects on the economy as well. When almost 10% of a person’s income must be directed towards gas, there is little surplus left for spending on other goods. Retail stores along with the rapidly-growing ecommerce businesses may find themselves affected by high gas prices because many consumers simply have less money to spend on goods. As an immediate response to higher gas prices, lower-income households will cut back on discretionary spending such as eating out or purchasing luxury items and try to minimize unnecessary driving because they can’t do anything else to alleviate the situation. That is, they can’t simply move closer to work or switch to a more fuel-efficient vehicle. However, data released by the Commerce Department indicates that buying trends remain similar even when gas prices hit an all-time high, so long as consumer confidence is high. Consumer confidence may remain high even when gas prices rise due to a combination of factors such as low unemployment rates and tax cuts that make discretionary spending still seem favorable and financially safe. 

One important industry that does find itself largely affected by increasing gas prices is the automobile sales industry. When gas prices are high automobile retailers sell fewer SUVs and large vehicles because consumers would rather not purchase vehicles that require premium gas or that will require them to spend more on gas. According to the Automotive Network, there is a correlation between fuel prices and auto sales, such that when gas prices are low, many people are more likely to purchase a larger car or performance vehicle. This is illustrated by the fact that large, gas-guzzling pickup trucks and SUV sales were up almost 10% in 2015 when gas prices were comparatively low, and the sales of the fuel-efficient Toyota Prius’ were down roughly 12% from the previous year. Unfortunately, gas prices don’t stay low forever, and those people who bought gas-guzzling cars realize they cannot afford to keep up with the costly maintenance of paying for premium gas.Businesses such as UPS, FedEx and other package delivery services are also affected when gas prices increase because their cost of operations becomes more expensive, also known as a ground fuel surcharge. This added expense is then passed on to the consumer, who now has to pay more for shipping: “Fuel surcharges allow for UPS and FedEx to keep its base shipping rate while making the necessary changes to cover any increase in fuel price” (Gibbs).

In response to these rising gas prices, business owners and employers have been forced to develop innovative ways to help their businesses and their employees save money. Some businesses have adopted work-from-home or carpool programs to help alleviate the financial burden caused by high gas prices on commuters.  Unfortunately, some businesses find it harder to evade the tax-hike effects. For example, drivers for Uber and Lyft are usually unable to escape the increase because their jobs rely solely on driving. Independent contractors must then funnel more money out of their pockets to bring in the same income, forcing them to work more or make less, especially for those who have no direct control over their rates. This might be enough to take away the appeal of being self-employed as a ride-share driver. To address the potential loss in employees, Uber and Lyft both implemented programs to incentivize drivers to opt for electric cars. A company in New Jersey, MMW group, created incentives to help with the rising gas prices by allowing customers to work from home two days a week and try to cut their employee’s transportation costs in any capacity they can. 

Gas price fluctuations have more of an impact on our daily lives than we think. The poorer working class woman who has to spend over two hours in traffic daily to save money wherever she can, now has to worry about the little money she has left going towards gas. The car dealerships begin to worry about meeting their monthly quota because people don’t want to purchase as many vehicles. Gas prices aren’t just prices; they impact the decisions people make on how they want to spend their money and how much they want to drive, especially for lower-income drivers. 

Sources: 

Gibbs, Brian. “How FedEx and UPS Fuel Surcharges Affect Shipping Rates.” Refund Retriever, 8 Mar. 2019, www.refundretriever.com/Fuel-surcharges.

Isidore, Chris. “Low Gas Prices Boost SUV and Pickup Sales.” CNNMoney, Cable News Network, 4 Dec. 2015, money.cnn.com/2015/12/04/autos/gas-prices-suv-pickup-sales/.

Marketing. “The Effect of Higher Oil Prices on ECommerce & Retail Spending.” The Effect of Higher Oil Prices on ECommerce & Retail Spending, www.rakutensl.com/post/will-higher-oil-prices-impact-ecommerces-bottom-line.

Nedlund, Evelina. “California Gas Prices Soar above $4, Reaching the Highest Price in Five Years.” CNN, Cable News Network, 8 Oct. 2019, www.cnn.com/2019/10/08/business/california-gas-prices/index.html.

Rocco, Matthew. “Why Surging Gas Prices May Not Stop Consumers from Spending.” Fox Business, Fox Business, 10 Oct. 2018, www.foxbusiness.com/economy/why-surging-gas-prices-may-not-stop-consumers-from-spending.

Sawhill, Isabel V. “How Higher Gas Prices Hurt Less Affluent Consumers and the Economy.” Brookings, Brookings, 28 July 2016, www.brookings.edu/opinions/how-higher-gas-prices-hurt-less-affluent-consumers-and-the-economy/.

Shinn, Lora. “4 Ways Employers Can Cut Commuting Costs.” Bankrate, Bankrate.com, 24 Nov. 2008, www.bankrate.com/finance/personal-finance/4-ways-employers-can-cut-commuting-costs.aspx.

Unrau, Jason. “The Correlation Between Fuel Prices and Auto Sales.” CBT Automotive Network, CBT News, 17 May 2018, www.cbtnews.com/the-correlation-between-fuel-prices-and-auto-sales/.

It’s not easy going green: the plight of SoCal drivers, gas, and electric cars

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The 1995 Mitsubishi Eclipse used in The Fast and the Furious by Brian (Paul Walker)

In 2001, it cost Brian, Paul Walker’s character in The Fast and the Furious, $24.674 to fill up his lime green 1995 Mitsubishi Eclipse. Gas cost $1.46 per gallon. The Mitsubishi has a fuel capacity of 16.9 gallons. As the Fast and Furious franchise grew, so did gas prices. According to AAA, California’s current gas prices are $4.075. In 2019, it would cost Brian $68.87 to fill up his Mitsubishi Eclipse. 

Let’s pretend that even in a cinematic universe now defined by lucrative physics-defying crime, Walker’s character still owns that 1995 Mitsubishi Eclipse. If his character was still involved in the franchise (RIP Paul Walker), he would rather steal a Tesla than pay almost $70 for a full tank of gas. 

In the real world, Californians may not be stealing Teslas, but interest in electric and hybrid cars has grown. This year, the California New Car Dealers Association found that electric car sales have increased since 2018 by 63.7%. Hybrid car sales are up 22.1%. 

Gas prices are one of the reasons why. When filling up your tank makes a visible dent in your disposable income, being able to drive without worrying about gas becomes really appealing. The opposite is also true – when gas prices are low, alternatively powered car sales decrease. The Bureau of Transportation Statistics found that while electric and hybrid car sales increased rapidly from 2011 to 2014, sales decreased in 2015 “due to low gasoline prices.”

Gasoline Hybrid and Electric Vehicle Sales: 1999 – 2015 (Photo: Courtesy of Bureau of Transportation Statistics)

Despite California’s rising gas prices, the top two cars sold in the Golden State for the first six months of 2019 were the gas-using Honda Civic and Toyota Camry. Tesla Model 3 came in at third place. 

Even though California’s gas prices are at $4.075, getting an electric is not an investment some Southern California drivers are willing to make for a variety of reasons. 

NOT AS GREEN AS YOU THINK 

Hanna Richter, a stable attendant at Disneyland, lives approximately 45 minutes from the Happiest Place on Earth in Riverside, Calif. Richter commutes on what she describes as a “heavily trafficked route.” 

“It’s awful,” she said. 

Richter drives a gas-using vehicle, a 2018 Toyota RAV4, and pays just under $200 per month for gas. She said she is on the fence regarding electric and hybrid cars. “I like the one hand of less gas and saving money by using said less gas,” Richter said. 

What is stopping her is concerns about whether one of the main selling points of electric cars – that it is better for the environment – is actually true. “The batteries used to make electric cars cause a greater carbon footprint than just using a gas-powered car,” Richter said. “So I’d like to save money on gas, and use less gas. But I also want to lessen my carbon footprint.”

Many electric cars are powered by lithium-ion batteries. According to Amnesty International, making them is an energy intensive practice, and is primarily located in China, South Korea and Japan – countries where electricity generation is dependent on fossil fuels. Lithium-ion batteries are also linked to human rights abuses in the Democratic Republic of Congo. 

Richter’s concerns were confirmed in a 2018 study by the International Council of Clean Transportation that found that making an electric vehicle produces more emissions than the manufacturing of a conventional car because of lithium-ion batteries. 

“On the other hand, electric vehicles travel farther with a given amount of energy and account for fewer emissions through the fuel production and vehicle use phases,” the study said. 

According to the ICCT, although the long-term environmental benefits of electric cars is not outweighed by emissions created by lithium-ion batteries, the emissions are still substantial. Without technological improvements, these emissions could become more substantial as electric cars increase in popularity.

For consumers like Richter who want to lessen their carbon footprint and spend less money on gas, striking the balance between an ethical decision and a logical financial decision is complex.

In addition, electric vehicles are generally more expensive to purchase than their gas-fueled counterparts. The manufacturer suggested retail price for a 2019 Toyota RAV4 is $25,650. The hybrid version of the car is retailed at $27,850 – an 8.2% increase from the gas version. 

According to the Office of Energy Efficiency and Renewable Energy, the federal government and several states offer incentives to buy electric cars. California offers a rebate of $1,500 to $7,000 depending on the purchaser’s household income and the kind of electric car bought. 

California’s Vehicle Rebate Program (CRVP) Amounts (Photo: Courtesy of Moving California)

CONVENIENCE


Richter’s boyfriend, Dan Grecu, works for a tile contracting company in Riverside, Calif. He lives in the same city he works in. Unlike his girlfriend’s 45-minute commute, his drive to work is only 10 minutes. His car – a RAM truck – consumes gas. 

Going green did not factor heavily into his car purchase.  “I wanted that car because it has plenty of room for passengers and storage,” he said.

Southern California’s traffic and high gas prices are a recurrent source of frustration for him. That, and the lack of rain, has made him consider moving to Canada or the Pacific Northwest. “Gas prices in California are and always have been too high. I spend about $250 a month on gas,” he said. Spending that much a month on gas for one year would be like buying a new pair of Apple AirPods Pro, which cost $249, per month.

Apple AirPods (Courtesy: Photo by Howard Lawrence B)

One of the reasons why California’s gas prices are so high is because of SB 1, colloquially known as the Gas Tax. Grecu is not a fan of the policy. “I think it’s ridiculous,” he said. “I would like to know where the money actually goes.” 

Passed in 2017, SB 1 taxes gasoline to collect revenue for transportation infrastructure. California’s roads are one of the worst in the country, and were given a D grade by the American Society of Civil Engineers. With over 175,000 miles of public roads, ASCE estimated 44% are in poor condition. “A good transportation system enables efficient movement of goods and people and is critical to California’s economic well-being,” ASCE’s California infrastructure report card said. 

Two years into SB 1, and officials estimate that $130 billion more in revenue is necessary to improve the state’s roads. The policy has found itself caught in a sort of catch-22. 

A 2017 report by Next 10, a California-centric nonprofit organization focusing on the economy and the environment, found one of the reasons California’s roads are in poor condition is because “funding for repairs and improvements – which traditionally comes largely from motor vehicle fuel taxes – is declining as cars become more fuel-efficient and the state’s electric vehicle fleet grows.” 

According to the report, the displacement of gasoline as a revenue source could lead to $572 million in losses in state gasoline taxes by 2025 without new, sustainable transportation funding solutions. SB 1 may not be doing enough – and in fact, with increasing gas prices driving up electric vehicle sales, may be ineffectual at fixing California’s roads and very effective at irritating people who drive gas-powered cars.

California leads the United States in electric vehicle sales / (Photo: Courtesy of CleanTechnica)

SB 1 does not expire for 10 years and is designed to grow over time to fall in line with the cost of living. The most recent increase occurred in July 2019.

Despite rebates, rising gas prices, and lower operating costs of an electric car, Grecu said he is not considering one because the technology is not where it needs to be to make sense for him. 

“I would consider electric if I lived in a house with solar panels as electricity is still expensive,” he said. “I don’t think there are enough charging stations, yet. Once the batteries are built for longer trips, it would be more convenient.”

NOT THE RIGHT TIME

Vicki Ghines, a resident of LA’s Koreatown neighborhood, drives approximately 120 miles five days out of the week to her job as an account manager in the Inland Empire. She drives a 2017 Honda Accord. She said that getting an environmental or hybrid car is not something she is considering right now. “My car is fairly new and I know it would be years before I get another one,” she said. 

Ghines said she got her new Honda under protest. “I had to replace my 2001 Honda Accord. It had 345,000 plus miles on it, and since I had been going home late at night from work, my sister was so afraid that the car may break down, especially at night,” she said. “So she kept ‘nagging’ me, asking when I will get another car.” 

Her average consumption of gasoline per month is around $300. 

A car is a significant purchase – a purchase consumers want to last them years. For consumers like Ghines who bought new cars recently, buying an electric car is not feasible. It’s a decision they can afford to procrastinate on. 

Ultimately, a car is a personal choice – an economic expression of identity. In California, having a car is an almost inescapable purchase. According to Hedges & Company, over 84 percent of California’s driving age population is a licensed driver. Perhaps because it is so ubiquitous, a car choice matters all the more. 

SOURCES