A new study by the University of Surrey has identified past driving experiences in China as a key catalyst for booming electric vehicle demand.
Published in Transport Policy, the research found that hands-on experiences with EVs had a higher likelihood of triggering a purchasing decision than marketing and advertising alone.
Women and higher educated individuals, alongside people who live in urban areas, had a much stronger inclination to buy an EV, and this was largely because of engaging with actual vehicles in the past.
In a bid to overcome the disconnect between ‘soaring production rates’ and ‘dismally low’ uptake of electric vehicles, those involved in the study now advocate boosting investment in public test-driving events. Educational campaigns which enhance consumer knowledge about the technology should also see funding increased. By adopting this approach, there is more chance consumers will feel confident enough to commit to buying, overcoming widespread concerns including so-called ‘range anxiety’.
‘To transform the EV market, we must engage consumers where it counts—through their personal norms and experiences. Our findings highlight the importance of providing opportunities for potential buyers to interact with electric vehicles and dispel fears rooted in misinformation,’ said Dr Nikolas Thomopoulos, Associate Professor in Transport and University of study co-author.’It’s not just about the technology; it’s about changing perceptions and making EVs a relatable choice for everyone.’
The research, which was conducted with the University of Birmingham, looked at data from more than 1,000 participants who had engaged with EVs in some way. Attitudes, social norms, perceived control or lack thereof were all examined, revealing the importance of past experiences.
‘As the world continues to grapple with climate change and strive towards sustainable development goals, understanding the nuances of consumer behaviour in the EV market is more critical than ever,’ added Thomopoulos. ‘Our study not only highlights the barriers facing the EV market but also outlines actionable insights for manufacturers, retailers, and policymakers to foster a more inclusive and effective approach to contribute towards the Sustainable Development Goals.’
Image: Ernest Ojeh / Unsplash
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