Study: Consumer Hesitancy and Misinformation Slowing Electric Vehicle Adoption
Research from the University of Surrey suggests that consumer concerns and misinformation are hindering the widespread adoption of electric vehicles (EVs). The study, published in Transport Policy, examined consumer behavior in China, a significant market in the global shift towards sustainable transportation.
An EV charging station. Photo courtesy of DigitalPen/Shutterstock.com
Despite increasing EV production, adoption rates remain surprisingly low, raising questions about the factors influencing consumer decisions. The Surrey researchers found that positive experiences with EVs significantly increased purchase intentions, whereas negative experiences deterred potential buyers.
“To transform the EV market, we must engage consumers where it counts—through their personal norms and experiences,” said Dr. Nikolas Thomopoulos, Study Co-Author and Associate Professor, Transport, University of Surrey. “Our findings highlight the importance of providing opportunities for potential buyers to interact with electric vehicles and dispel fears rooted in misinformation. It’s not just about the technology; it’s about changing perceptions and making EVs a relatable choice for everyone.”
A key finding of the study is that women, highly educated individuals, and urban residents are more likely to purchase electric vehicles. Researchers observed that this was mainly due to their previous experiences with EVs.
To encourage a more rapid uptake of EVs, the researchers suggest investing in initiatives like public test-driving events and educational campaigns. The study indicates that providing opportunities for firsthand experiences boosts consumer confidence and addresses anxieties, such as “range anxiety.”
In collaboration with the University of Birmingham, the Surrey research team surveyed over 1,000 participants who had prior experience with electric vehicles. By examining how attitudes, social norms, and perceived control interact, the study emphasizes the significant role of both past experiences and psychological factors in purchase intent.
The study’s findings highlight both the barriers facing the EV market and offer insights for manufacturers, retailers, and policymakers, advocating for a more inclusive and effective approach towards the Sustainable Development Goals.
Journal Reference:
- Jiang, Y., et al. (2024) Understanding the influence of past driving experience on electric vehicle purchase intention in China. Transport Policy. doi.org/10.1016/j.tranpol.2024.11.025.
Source: University of Surrey
