Britain’s female car buyers are more likely to lead the way in cleaner motoring, according to a new report from BMW1.

Latest research reveals that women are keener to choose a car with lower emissions. Over a third (35%) of female buyers would pick a model purely on this basis while only 26% of men would.

And while just 15% of men think the carbon footprint left behind is the most important factor in buying a car, this rises to 25% of women purchasers.

According to a study of more than 2,000 adults for BMW’s report into 21st century consumer demands, Driving Change, it is women who are generally ‘cleaner’ in their purchases.

Almost a quarter of women (23%) believe shopping is the area in which they can best reduce their carbon footprint, as against 13% of men.

In fact, the report highlights that in all areas of lifestyle, women are at least twice as likely to prioritise carbon footprint. For example, 12% of women compared to 5% of men prioritise carbon footprint when purchasing property.

One area where men and women agree is the importance of cost efficiency. Faced with the current economic crisis, women and men agree that lower bills are the core reason to purchase a lower emission car (74% and 77% respectively).

And even in times of financial hardship, neither sex is prepared to compromise on their driving experience – asked which areas they would economise on soonest, only 6% said motoring. Instead they selected entertainment (41%), holidays (34%) and household bills (15%).

The poll, conducted for BMW by YouGov, shows male motorists are more interested in “the driving experience” when choosing a car, possibly because men are innately more competitive. But women see the world differently – they are, by nature, more empathetic and nurturing and these tendencies are coming through in their consumer choice.

When asked why people buy an environmentally friendly car, 17% of women said social conscience was the main reason, while just 12% of men thought so.

Richard Hudson, Marketing Director for BMW UK, said: “The report suggests that women are increasingly aware of the importance of having a car which is cost efficient to run, but which also makes them feel they are doing their bit towards the environment. They want a car that reflects that.

“Driving Change reveals that our overall mindset has shifted when it comes to spending – we feel more concerned about value and quality rather than carbon footprint. Women, however, have a much more commonsense view and look at what they get for their money both from performance and the effect it has on the world around them.”

In facing the challenges of 21st century living where consumers demand excellence in performance, lower costs and less impact on the environment, Driving Change reveals that industry has responded – through innovation, new technology and real results.

The BMW EfficientDynamics programme is inspiring engineers to constantly evaluate ways in which BMW models can be significantly more fuel-efficient whilst continuing to develop the driving experience. The principle has led to an evolving array of innovations that benefit the driver by reducing fuel consumption and emissions levels – and, crucially, saving them money, whilst improving performance.