How to Trigger Mass-Market Adoption for...

Road transportation is one of the biggest contributor to CO2 emissions globally. By choosing full-electric over conventional fuel vehicles, car users can lower greenhouse gas emissions and help mitigate the causes of climate change. Even though barriers to the adoption of electric vehicles such as price, range, charging infrastructure, etc. are diminishing, sales growth has fallen short of industry expectations. Hence, it is of importance to better understand potential electric vehicle (EV) adopters compared to early and non-adopters and to identify drivers to accelerate the diffusion of zero-emission cars. This research project advances existing analyses by concentrating on two research objectives. First, we aim at advancing our understanding of early and potential adopters of EVs with a particular focus on cultural worldviews individuals subscribe to as predictors of acceptance. Second, we aim to shed some light on the different sub-groups of potential adopters with distinct socio-demographic and psychographic profiles and their preferences for policy incentives.