According to the 2011 U.S. Green Automotive Study, conducted by J.D. Power and Associates, sales of hybrids and electric vehicles will remain below 10% of the U.S. market through 2016, despite rising gas prices. The study says that sales of vehicles with alternative power trains will be limited by consumer concerns about costs and function. Automakers will be fighting over the relatively few consumers who are willing to drive green, the report found. The study concedes that most consumers want to be green but, not if there is a significant personal cost involved in doing so.