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The Green Life: Hummer Drivers Think They're Defending America's "Frontier Lifestyle"

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September 23, 2009

Hummer Drivers Think They're Defending America's "Frontier Lifestyle"

Not everyone sees Hummers as hazardous to the environment

The Hummer is often associated with overconsumption and environmental disregard. But according to a new study, some U.S. Hummer drivers see their vehicle choice as benefiting a more important cause: defending America’s “frontier lifestyle."

Published in the Journal of Consumer Research, the study looked at attitudes toward owning and driving Hummers. Interviewing 20 American Hummer owners revealed a common perception; they see themselves as “moral protagonists” – like the “rugged individual” – fighting anti-American sentiment.

However, the Hummer’s declining popularity might last a few more years. Having dodged fuel -economy standards because vehicles such as the H2 weigh 100 pounds more than the 8,500-pound limit for compliance, environmentalists are frustrated with the gas-guzzler's existence, and anxious to dispose of it.

If you're one of those who are dissatisfied with Hummers and are looking for an outlet to let off fumes – besides driving less and supporting Obama’s new fuel-economy standards – check out fuh2.com, an extreme example of people denouncing the vehicle by submitting thousands (4,745, to be exact) of pictures of middle fingers aimed at the Hummer. It may not be the most productive action, but it provides a few laughs at a time when threats of climate change become overwhelming.

--Michael Mullaley

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