Abstract
Although numerous studies on the effects of vehicle safety regulation exist, few are devoted to consumer demands for vehicle safety. This study uses an extensive data set combining vehicle information with responses from a national household survey of new car buyers to estimate individual demand for safety. It finds, ceteris paribus, purchase probability rises with an increase in safety features. In particular, an index of vehicle crashworthiness is a strong determinant of purchase decisions. The results favor a policy of posting crash test results and suggest that passive restraint systems enhance the likelihood of purchasing a given model.