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PAPER
Influence of Consumer Culture and
Race on Travel Behavior
JOHANNA P. ZMUD
CARLOS H. ARCE
NuStats International
ABSTRACT
In this paper, data from the National Personal Transportation Survey (NPTS), the
American Travel Survey (ATS), the Consumer Expenditure Survey (CES), and the U.S.
Bureau of the Census are used to examine the intersection of consumer culture and travel
behavior, particularly as consumerism might influence differences in travel behavior by
race/ethnicity. The data indicate that buying power and purchasing behavior among
African Americans and Hispanics is increasing at the same time that the trips for
consumer activities are nearing 50 percent of all trips made. Differences by race/ethnicity
in travel mode and time of travel for consumer activities will significantly impact overall
travel behavior patterns in major urban centers where African Americans and Hispanics
are most concentrated. Finally, the social context of consumer activities among African
Americans and Hispanics indicates that their trip making for consumer purposes will not
be significantly influenced by e-commerce. This paper also suggests that coverage bias
hampers analyses of differences by race/ethnicity using NPTS and ATS data.
INTRODUCTION
Between 1969 and 1995, the total U.S. population grew by about 23 percent, from 197.2
million to 262.8 million persons (1). The U.S. population at the end of 1998 was
estimated at 270.9 million. Of these, more than 28 percent, or 75.8 million are non-
Europeans. In comparison, Canada’s entire population is smaller than either the African-
American or the domestic Hispanic population. By 2010, African Americans, Hispanics,
and Asian Americans, and other minorities will account for one-third of the population.
Not only
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