When it comes to fuel efficiency, saving money trumps saving the environment for most people who have recently bought - or are thinking of buying - a new vehicle.

That's one of the findings of a new survey conducted by CAA South Central Ontario and Pollution Probe, a non-governmental environmental organization.

The survey studied Canadian drivers who either purchased a new vehicle in the past 12 months or so, or were intending to purchase a new vehicle in the next year or so.

The survey found that drivers believe engine and vehicle size are the factors believed to make the most difference in whether or not a vehicle is fuel efficient. When prompted, the majority of recent or prospective purchasers rate many vehicle attributes as very important, but reliability tops the list - fuel efficiency falls in the middle of the pack.

The survey also found that in terms of purchaser incentives, tax rebates and public education are seen to be most effective.