Increasing Electric Vehicle Uptake by Updating Public Policies to Shift Attitudes and Perceptions: Case Study of New Zealand

Abstract

Actions to reduce greenhouse gas emissions are required from all actors. Adopting plug-in electric vehicles (EV) would reduce light motor vehicle travel emissions, a significant and rising emissions source. To encourage EV uptake, many governments have implemented policies which may be less effective than desired. Using New Zealand as a case study, we surveyed private motorists. The results show that consumers are heterogeneous, with varying car-buying motivations, perceptions, attitudes to EVs and awareness of policies. Uniquely, we segmented motorists into four attitudinal groups to ascertain characteristics potentially affecting EV readiness to provide evidence to improve policies and aid social marketing. Our results show the next-most-ready to buy EVs are early mainstream consumers—designated the EV Positives—who were most concerned about vehicle range, perceptions of EV expense, charging-related inconvenience and the unknown value proposition of batteries, and were relatively unaware of incentives compared to EV Owners. The EV Positives favored incentives designed to effect purchase price reductions and increase nation-wide fast-charger deployment. To increase awareness of EVs and shift perceptions of EV expense and inconvenience, we suggest policies that potentially increase EV adoption rates and suggest reframing the language to appeal to EV Positives through information programs. Increasing EV procurement by organizations could increase opportunities for positive information dissemination via employees.

Accelerating electric vehicle uptake: Modelling public policy options on prices and infrastructure

“…Secondly, the adequate availability of a network of public recharging points (Mersky et al, 2016) is important to encourage consumer adoption of EVs. Furthermore, both these factors affect consumer attitudes, perceptions and willingness to adopt EVs (Broadbent et al, 2021;Haustein and Jensen, 2018). Likewise, Rietmann and Lieven (2019) found a direct link between government incentives and EV market share, especially for monetary measures and infrastructure supply, although other soft incentives such as access to bus lanes can be attractive (as it saves time, a factor that some individuals equate to monetary value).…”

“…Many researchers have analysed availability, accessibility and profitability of public rechargers, investigated links to EV sales and related policies to consumer behaviour e.g. (Baumgarte et al, 2021;Broadbent et al, 2021;Chamberlain and Al Majeed, 2021;Falchetta and Noussan, 2021;Hardman and Tal, 2021;Bräunl et al, 2020;Illmann and Kluge, 2020;Wee et al, 2020;Patt et al, 2019;Figenbaum, 2018;Egnér and Trosvik, 2018;Levinson and West, 2018;Narassimhan and Johnson, 2018;Gnann et al, 2018;Cherchi, 2017;Jansson et al, 2017;Neaimeh et al, 2017;Pettifor et al, 2017;Figenbaum and Kolbenstvedt, 2016;Morrissey et al, 2016).…”

“…Two factors demonstrated to be important in the minds of potential consumers when making decisions about whether to buy a BEV next time they buy a car are the upfront cost of the vehicle and the availability of an adequate network of rechargers (Bjerkan et al, 2016;Mersky et al, 2016). Also, consumer knowledge about policies to incentivise uptake and changes in market offerings is crucial (Broadbent et al, 2021). For example, empirical research that analysed BEV adoption in 30 countries found that financial incentives and charging infrastructure are statistically significant factors in overcoming barriers to uptake (Sierzchula et al, 2014).…”

Bass Diffusion Model Adaptation Considering Public Policies to Improve Electric Vehicle Sales—A Brazilian Case Study

“…In this way, it is important to evaluate the impact each policy has on EV diffusion, considering the socioeconomic aspects of the area [33][34][35]. Studying this mechanism is essential to comprehend which policies are the most efficient and, thus, direct investments to increase EV sales, especially in countries where EV penetration is low, such as Brazil.…”

A Systematic Literature Review on Vehicle-Purchasing Behaviour

“…), the need to study consumer preferences in vehicle purchase decisions is vital (Wangsness et al, 2020). In addition, Broadbent et al, (2021) associated purchasing behavior with individuals' capabilities like; knowledge & skills, consumer attitude, social status, and financial resources. Authors also identified that government policies, vehicle characteristics, consumer attitude, perceptions and symbolism of vehicles, marketing, and innovation adoption process are influential factors in shifting consumers preferences from conventional vehicles to green vehicles.…”