This study collected representative US data (n=525) to fill the gaps in the existing research on consumer perceptions of light duty electric vehicles (EVs). Research questions regarding what affects consumer EV perceptions and adoption are explored. Specifically, which marketing appeals are most effective at influencing consumer perceptions? What role does charging price and parking convenience play when choosing charging parking spots? What barriers are most influential to potential customers? Is there a difference between owners and non-owners/ other demographics? What are current attitudes, perceptions, and knowledge/ knowledge gaps regarding charging innovations? How can light duty EV adoption be predicted for the next 5, 10, and 15 years? These research questions are intended to fill the gaps in consumer EV research that have yet to address wireless charging, the effects of marketing messaging on EV perceptions, EV preferences, political orientation, and consumers' perception of the importance of EV characteristics. Prior research hasn't provided representative samples of the general US population, which this survey has done. This study also integrates novel moderators and mediators to extend prior findings that used closely related constructs.
University / Institution: Utah State University
Format: In Person
SESSION B (10:45AM-12:15PM)
Area of Research: Engineering
Faculty Mentor: Antje Graul