Consumer adoption of fuel-efficient vehicles is a crucial step in improving energy utilization and reducing emissions from the personal transportation sector. To promote adoption, multiple supply- and demand-side policies such as fuel economy standards, zero-emission vehicle mandate, renewable fuel standard, low carbon fuel standard, ethanol subsidies, financial and non-financial incentives, have been employed. For these policies to achieve their intended goals, understanding the demand for fuel-efficient and zero-emission vehicles from the consumer’s perspective is paramount. Specific attention will be placed on consumer valuation and demand for fuel-efficiency; drivers and barriers to adoption of zero-emission vehicles; and cost-effectiveness of overlapping emission reduction strategies.