Despite soaring production rates, the uptake of electric vehicles remains dismally low, raising urgent questions about what truly drives consumer behaviour and how to ignite change. According to a new study from the University of Surrey, the electric vehicle (EV) revolution risks being overshadowed by consumer hesitance and misinformation.
In a new study, published in Transport Policy, researchers assessed the often-overlooked influence of past driving experiences on consumer intentions to purchase electric vehicles in China—a market crucial for the global transition to sustainable transport.
Researchers found that positive hands-on experiences with EVs significantly boost purchase intentions, while negative experiences can deter potential buyers.
One of the notable findings is that women, highly educated individuals, and those from urban areas demonstrate a higher likelihood of purchasing electric vehicles, primarily influenced by their prior experiences. To address this lag in consumer adoption, the researchers advocate for increased investment in public test-driving events and educational campaigns that enhance consumer knowledge about electric vehicles. By creating more chances for consumers to experience EVs firsthand, the research posits that potential buyers will feel more confident and informed in their purchasing decisions, which could address a major concern, namely ‘range anxiety’.
Dr Nikolas Thomopoulos, Associate Professor in Transport and co-author of the study at the University of Surrey said:
“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.
“It’s not just about the technology; it’s about changing perceptions and making EVs a relatable choice for everyone.”
The research team at Surrey, in collaboration with the University of Birmingham, conducted a large-scale survey, gathering data from over 1,000 participants who had prior exposure to electric vehicles. By examining the interplay of attitudes, social norms, and perceived control, the study reveals that both past experiences and psychological factors play a pivotal role in shaping intentions to purchase EVs.
Dr Nikolas Thomopoulos continued:
"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. 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.”
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