What if gas prices stay high? UVA expert says costs could alter consumer habits

The longer gas prices remain high, the more likely consumers are to make permanent changes in their driving habits – including the type of vehicles they drive, a University of Virginia expert says.

Gas prices have risen about 47% since Feb. 28, when the U.S. and Israel launched a coordinated attack on Iran. The conflict has created a bottleneck in the Strait of Hormuz, a narrow but deep passage between the Persian Gulf and the Gulf of Oman through which about 20% of the world’s oil passes.

Attacks on ships carrying oil, natural gas, fertilizer and other products that normally move through the strait have made mariners hesitant to transit the strait, disrupting worldwide commerce. U.S. gas prices have seesawed as government officials predict the strait will open only to have it remain constricted.

“Three months ago, nobody knew what the Strait of Hormuz was. The big question is, ‘How long and how permanent is the shift in energy prices?’” said James Burroughs, the Rolls-Royce Professor of Commerce at UVA’s McIntire School of Commerce.

Portrait of James Burroughs

James Burroughs is the Rolls-Royce Professor of Commerce at UVA’s McIntire School of Commerce. (Contributed photo)

“If this is a momentary blip, if it goes up for even a few months and then drops back down, I don’t see consumers doing pretty dramatic moves,” he said. “If it’s a longer-term shift – and I think it is – it will hasten a move to new technologies.”

Continued high petroleum prices, combined with inflation, could influence consumer choices, Burroughs said. He noted that rising energy costs are directly related to increases in groceries, travel, restaurant meals and most items transported by train, truck or airplane.

“What will likely happen is consumers will cut back in discretionary areas – you are already starting to see cracks in things like vacations,” he said. “They can’t do much about the cost of groceries, having to give up their week at the beach or the high cost of filling up their car. But they can be mad about all of it, blame politicians and take it out at the polls.”

American consumers weathered sudden gas price increases in 2008 during the recession, which lasted about six months. Prices spiked again post-pandemic for about a year before receding.

Throughout both periods, consumers curtailed their spending until prices dropped considerably. But if prices remain high or keep rising for a prolonged period, that could prompt consumers to change their habits, including turning to electric vehicles.

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“I think they are going to start to look for alternatives, so whether that means giving up a car that still has useful life in it or transitioning when it naturally comes to the end of its life, those are open questions,” he said.

Burroughs noted that two crises involving gasoline availability and prices in the 1970s changed consumer driving habits and affected the American automobile market. OPEC embargoed oil exports to the U.S. in 1973 in the wake of the Yom Kippur War, and a 1979 embargo following the Iranian Revolution led consumers to purchase more small cars. American automakers downsized their vehicles, while consumers increasingly embraced small, fuel-efficient Japanese vehicles.

“It was a move away from the very large gas-guzzling American cars that opened the market up to the Toyotas and the Hondas of the world, which, of course, dominate the market today,” he said. “There was a sea shift in the way consumers thought about energy.”

But Burroughs said any long-term behavior change will happen over time.

“The reason you’re not seeing these very abrupt shifts immediately is that, for the moment, consumers are continuing to plow forward based on the way their life is structured. They still have to take kids to soccer practice, buy groceries and such, and all of those things take time to restructure,” he said.

“If I’m a consumer and I’ve got a certain number of dollars to spend, it’s not just a question of worry or frustration with costs,” he said. “Until I have a better sense of which way this is going to go, it’s very hard for me to start to make adjustments accordingly.”

Media Contacts

Bryan McKenzie

Assistant Editor, UVA Today Office of University Communications