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Consumer Adoption of Electric Vehicles in Alternative Business Models
Abstract and Figures
Electric vehicles (EVs) are one of the major green technologies, and existing literature has extensively examined consumer adoption of EVs in an EV-buying business model. By contrast, little attention has been paid to consumers' adoption of EVs in non-ownership-based business models. To fill this literature gap, this study examines the psychological antecedents to, and influencing mechanism for, consumers to adopt EVs in different business models. Using time-lagged design, we show that NFU trait enhances consumers' psychosocial view of EVs. This in turn promotes consumers' intention to adopt EVs in innovative business models such as EV leasing and business-to-consumer EV sharing. We further find that risk aversion negatively affects intention to adopt EVs in innovative business models only. Furthermore, consumers' intention to adopt EVs in innovative business models is positively associated with their intention to buy EVs. Moving beyond the EV-buying business model, we contribute to the sustainable innovation literature by exploring the psychological antecedents to, and mediator of, the psychosocial view in consumers' adoption of EVs in different business models. Our work has significant value for green marketing and public policies of sustainable innovations.
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... Battery range anxiety related to limited mileage due to battery capacity (kongklaew et al., 2021; kumar et al., 2021; novizayanti et al., 2021; tarei et al., 2021). Performance anxiety concerns related to eV operating performance, such as speed, road, flood conditions, reliability, etc. (abbasi et al., 2021;Deuten et al., 2020;huang & Qian, 2021;Zolfagharian et al., 2020). safety anxiety concerns related to eV safety aspects, such as burning batteries and the dysfunction of system software (abbasi et al., 2021;Deuten et al., 2020;huang & Qian, 2021). ...
... Performance anxiety concerns related to eV operating performance, such as speed, road, flood conditions, reliability, etc. (abbasi et al., 2021;Deuten et al., 2020;huang & Qian, 2021;Zolfagharian et al., 2020). safety anxiety concerns related to eV safety aspects, such as burning batteries and the dysfunction of system software (abbasi et al., 2021;Deuten et al., 2020;huang & Qian, 2021). lack of model availability refers to limited eV model variations that suit user needs, including the number of seats and affordability (novizayanti et al., 2021). ...
... economic barriers for users focus on eV and iceV price differences. the price of eVs compared to iceV prices in comparable vehicle classes is still significantly high, based on research results (Bitencourt et al., 2021;huang & Qian, 2021;llopis-albert et al., 2021;novizayanti et al., 2021;tarei et al., 2021). charging infrastructure barriers for users include a lack of charging stations and charging-time constraints. ...
The program to replace fossil fuels powered vehicles with electric vehicles (EVs) is part of the global endeavor to reduce greenhouse gas emissions. In Indonesia, EV adoption is still low. The EV market share is currently 1.47 percent of the 10 percent goal for 2022. Due to the vulnerability of local industries, including electric vehicle (EV) startup manufacturers, foreign-origin equipment manufacturers (OEMs) continue to dominate the Indonesian automotive industry. Although the government encourages automakers to produce and sell battery electric vehicles (BEVs), the incumbent prefers to introduce hybrid electric vehicles (HEVs) and continues to prioritize internal combustion engine vehicles (ICEVs). Numerous studies have investigated the factors of EV adoption based on user perspective. However, few studies examine the factors influencing automakers to produce EVs, especially in developing nations like Indonesia, where foreign OEMs dominate automotive manufacturers. This study analyzes the drivers and barriers to adopting and producing electric vehicles from an ecosystem perspective, including users, the EV industry, charging infrastructure providers, and the government using the Delphi method. According to the findings, in addition to the user’s ability and price barriers in the most demanded 7-seater EVs, the critical adoption and production factors are the effect of the OEM’s global strategy and the priority of government policies to promote EVs while maintaining the sustainability of the automotive industry.
... The transition from internal combustion engine vehicles (ICEVs) to electric vehicles (EVs) in freight transport does not seem easy to surmount due to many stakeholders and no proven business case (Rubens et al., 2020). Despite policy support and ongoing technological advancements, the widespread adoption of heavy-duty electric trucks into fleet logistics is still rare (Huang and Qian, 2021). Despite resource-intensive efforts to integrate electric vehicles into their operations, logistics companies face numerous related challenges, such as inadequate charging infrastructure, low grid capacity, and a lack of interoperability in the entire ecosystem (Melander et al., 2022). ...
... Despite the potential benefits of innovative BMs for the wider adoption of EVs (Rubens et al., 2020), the extant literature on BMs has mostly been based on electric passenger vehicles, with little focus on ECVs (e.g. Huang and Qian, 2021). To the best of our knowledge, there is limited research on ECV business cases to draw from, with a few notable exceptions (Melander et al., 2022). ...
... The electrification of transportation is catalyzing the emergence of new BMs. As the electric vehicle (EV) paradigm progresses, these BMs are becoming a significant trend, as evidenced by the work of Huang and Qian (2021) and Ziegler and Abdelkafi (2022). However, most studies focus on emerging BMs of electric passenger vehicles, with only a few studies on ECVs. ...
Transport electrification has been identified as a key factor in reducing CO2 emissions. Nevertheless, integrating
electric commercial vehicles (ECVs) in commercial fleets is far below its potential due to many related challenges. Such challenges can be interpreted as opportunities for new business models (BMs). This study aims to explore how freight transport companies who are considering electrifying their fleets can adopt an ecosystemic approach when designing novel BMs. It applies a holistic framework to the ECV ecosystem to identify a wide range of BM solutions that can potentially contribute to designing novel BMs.
... They found that environmental concerns, social norms, and face consciousness significantly impact consumer behavior toward BEVs more than policy perceptions alone. Another study by Huang and Qian [22] investigated the consumer adoption of electric vehicles (EVs) in innovative business models, revealing that traits such as need for uniqueness (NFU) and risk aversion play crucial roles in shaping consumers' intentions to adopt EVs in non-ownership-based models like leasing or sharing. This highlights the importance of addressing psychological antecedents and the psychosocial view in BEVs' marketing and policy strategies. ...
The automotive industry faces a transformative time with the advent of advanced vehicle technologies and evolving consumer preferences. This research employs predictive modeling to forecast the adoption of Euro 6d and Euro 7 compliant vehicles, Battery Electric Vehicles (BEVs), and Autonomous Vehicles (AVs) in the European Union's 27 member states and the United Kingdom. This study provides insightful projections and comparative analyses of these technologies' future trajectories using the modified Gaussian and Logistic models. The modified Gaussian model projected relatively sharp growth curves for all vehicle types, signaling rapid initial adoption followed by saturation. Conversely, the Logistic model depicted more gradual and continuous growth patterns, suggesting sustained market interest over time. Comparative analyses highlight the unique strengths and limitations of each model. The modified Gaussian model proves effective for identifying early market responses and pivotal intervention points, while the Logistic model aids in strategic long-term planning and trend anticipation. However, disparities between the models underscore the complexity of forecasting automotive market dynamics, emphasizing the need for multifaceted frameworks and approaches. Thus, enhancing predictive accuracy by refining models and integrating additional variables will be pivotal in navigating the dynamic landscape of emerging automotive technologies. This research stands out for its approach to applying analytical methods to predict future market dynamics, offering valuable guidance for policymakers and industry stakeholders in strategizing for the forthcoming technological shift.
... Brands utilize these platforms to share stories, testimonials, and educational content that demystify EVs and showcase their real-world performance and benefits. Influencer partnerships and community-driven initiatives further amplify the message, leveraging social proof and peer influence to encourage consideration and adoption of EVs [32][33][34][35]. Marketing of EVs is a complex and evolving area that integrates environmental advocacy, technological enthusiasm, economic considerations, lifestyle aspirations, and customer engagement. ...
This study explores the synergies between marketing strategies, analytical insights, and consumer education in propelling electric vehicle (EV) adoption. We uncover intricate sales patterns in Turkey’s EV sales data using advanced statistical models such as ARIMA, SARIMA, and ETS. Our findings underscore the efficacy of aligning marketing strategies with analytical insights, demonstrating the significance of education in shaping positive consumer attitudes. Education-driven marketing emphasizing economic benefits, reduced emissions, and technological advancements is a potent catalyst in overcoming adoption barriers. Digital campaigns, experiential marketing, and sustainability messaging validated by our analysis, play pivotal roles in influencing consumer behavior. Strategic partnerships with energy companies address infrastructure challenges, while incentive-based marketing, personalized strategies, and after-sales support foster a sense of community and loyalty. This research contributes a holistic framework for marketers, policymakers, and stakeholders to navigate the evolving landscape of EV adoption successfully, providing actionable insights and paving the way for future research directions in sustainable transportation.
... However, with the rapid expansion of EV carsharing stations and the increasing number of equipped EVs, unbalanced vehicle supply and asymmetry user demand faced by operators are increasingly prominent and fluctuate significantly throughout the daily operation [10]. Therefore, various EV reallocation strategies have been carried out. ...
Electric vehicle (EV) carsharing operation is facing major challenge to balance the increasing user demand with insufficient vehicle availability and station capacity. Previous researchers mainly focus on reallocating EVs in limited stations and discrete periods through operator-oriented strategies, while containing scant study of dynamic pricing scheme that can benefit supply-demand balance and service profitability in continuous operation periods. Therefore, this paper proposes a multistage simulation-optimization-integrated methodology framework for adaptively incentivizing users based on dynamic price subsidy (DPS). In stage I, Simulation of Urban Mobility (SUMO) is used to determine the real-time supply-demand distributions from user historical data. In stage II, a novel user-oriented reallocation optimization model is established to maximize the operation profit based on the obtained SUMO results. To obtain feasible solutions, an improved immune genetic algorithm is developed to effectively solve the model. The real-world case study in Shanghai shows that, compared with other benchmark methods, the proposed methodology can significantly increase the daily profit from 78981 RMB to 89506 RMB and improve the system balance from 78.1 % to 94.5 %. Sensitivity analysis and cost-benefit analysis show that the user-oriented DPS can reduce operation cost and order waiting time, while promoting EV utilization within different user populations.
... For electric vehicles to become widespread, a more comprehensive charging infrastructure and a lack of fast charging stations need to be addressed. The lack of public charging stations hinders the uptake of electric vehicles [4][5][6][7]. Therefore, the capacity and adequacy of charging stations should be increased. ...
The growing interest in electric vehicles (EVs) as a solution to the environmental challenges and scarce energy resources, has created a myriad of challenges and opportunities. EVs operate on clean energy sources making them energy-efficient and sustainable. Nevertheless, the adoption of this mode of transport depends on finding a satisfactory resolution of critical issues like charging technologies. This paper provides a concise overview of the literature on electric vehicle (EV) technologies, focusing on various aspects of EV charging systems, which include charging optimization techniques and standards. The aim of this review is to identify critical factors that can minimize charging times, enhance energy efficiency and extend battery lifespan, thereby facilitating the wider adoption of EVs. Efforts in enhancing the efficacy of electric vehicle charging and further technological developments are imperative to revolutionize the energy and environmental domains, with substantial contributions towards building a sustainable world for the future.
... Las innovaciones y su adopción en el campo técnico han llevado a muchas empresas a implementar tecnologías con bajo impacto negativo en el ambiente, a fin de ser responsables socialmente (Adnan et al., 2019). Por su lado, la adopción a nivel individual ha sido abordada en mayor medida por la adopción de vehículos eléctricos, dado que han sido considerados como una de las tecnologías ecológicas más destacadas para reducir el consumo global de energía y las emisiones de carbono (Damayanti et al., 2020;Huang y Qian, 2021;Qian y Yin, 2017). ...
Las tecnologías verdes se han venido consolidando como un aporte para el desarrollo sostenible del sector industrial; sin embargo, aún se conoce poco sobre los factores que inciden en la adopción de estas tecnologías en dicho sector. Dada esta necesidad, surge el objetivo de examinar los factores asociados a la adopción de tecnologías verdes en el contexto individual y empresarial. La metodología se estructuró a partir de una revisión sistemática que sigue los pasos de la metodología PRISMA, a partir de la búsqueda en las bases de datos Scopus, Web of Science y Dimensions. Se obtuvo como resultado el análisis de 123 documentos. Entre los hallazgos se observa que los factores más recurrentes son la adopción, la intención de uso, las normas sociales, la actitud y la conciencia ecológica. Se concluye que es necesaria la validación de estos factores en el contexto de economías emergentes, con el fin de establecer estrategias que respondan a las necesidades de su contexto social, tecnológico y económico.
This study aims to determine the factors affecting people's intention to buy electric motobikes in Hanoi, Vietnam. We used Theory of Planned Behavior to develop research models. The study was conducted by convenient sampling method with 600 survey participants currently studying and working in Hanoi. The study used SPSS 22.0 software to perform: Descriptive statistics, Cronbach's Alpha test, Exploring Factor Analysis, linear regression, and Anova to process data. The results show six factors, which are (1) Environmental awareness, (2) Attitude, (3) Perceived behavioral control, (4) Attractiveness of other means, (5) Subjective norm, (6) Promotion policies, have an impact on the intention to buy electric motorbikes of people in Hanoi. In which the attitude variable has the most decisive impact. From the research results, the authors give some managerial implications to increase the intention to buy electric motorbikes of people in Vietnam.
This study aims to explain the heterogeneity in individual purchasing decisions toward electric vehicles (EVs). To achieve this, we conducted a stated preference experiment among Indian consumers regarding EV adoption, using a two-stage integrated choice and latent variable model. Neo-classical and lifestyle theory is employed to examine consumers' purchasing decisions. Our findings indicate that consumers place more emphasis on the purchase price of EVs rather than the annual savings accrued from EV usage. Additionally, we observe that risk-averse behaviour is negatively, while social influence is positively associated with the consumer's likelihood towards EVs. We categorize consumers into three segments: “conservative”, “indifferent”, and “enthusiast”, to explain the heterogeneity in their preferences based on the charging station availability, annual usage, and household income. The study reveals that consumers in regions with fewer charging stations or those with low vehicle usage are more risk-averse compared to those in regions with a higher density of charging stations or higher vehicle usage. Regarding demographics, younger consumers and those with prior car experience are more inclined to adopt EVs. This study provides valuable insights that could assist governments and policymakers in formulating strategies to facilitate the adoption of electric vehicles.
China is currently the world's biggest electric vehicle (EV) market, in which mostly mature consumers in first-tier cities are buying EVs. However, the changing market and policy environment are challenging the sustainability of this trend. This study conducts a nationwide stated preference (SP) experiment in China to examine preference heterogeneity towards EVs across (1) different generations and (2) different tiers of cities. Discrete choice analysis reveals that the tier of cities has a significant effect on adoption preferences for EVs. Surprisingly, consumers in smaller cities exhibit stronger preference for EVs, while an insignificant difference in preference is found between consumers of different generations. The interaction effect between the tier of cities and the generations further demonstrates that younger consumers in small cities most prefer EVs. This can be explained by their evaluations of the psychosocial advantages of EVs and their aspiration for a future of EV-based mobility. This research contributes to the broad literature of technology adoption, but more specifically, the research offers new insights on consumers' EV preference heterogeneity with respect to geographic and demographic dimensions. The study has important business and policy implications relating to the EV transition in China in consideration of the two tested dimensions.
Although business models are critical to the successful market penetration and diffusion of sustainable innovations, little is known about consumer preferences for adopting electric vehicles (EVs) under innovative business models. Drawing on existing conceptualisations of business models, we study consumers’ preferences for three innovative EV business models: (i) battery-leasing, (ii) EV-leasing, and (iii) Business-to-Customer (B2C) EV-sharing, in addition to the conventional EV-buying model. By conducting a nationwide stated preference (SP) experiment in China, we show that consumers perceive battery-leasing and EV-buying models to be close substitutes, while EV-leasing and EV-sharing models are perceived as independent. Important monetary attributes are the operational cost saving in the battery-leasing model and the leasing cost in the EV-leasing model. Critical service and policy attributes include home charging capability, vehicle licensing policy, and the density of battery-swapping stations for the battery-leasing model. We also find that female consumers, those who are well-educated, and those who have a pro-EV attitude are most likely to adopt EVs in innovative business models. Our work has significant value for companies and government in terms of better designing and supporting the innovative business models for EV adoption.
The rapid development of automobile industry in China did improve people's quality of life. However, it has also damaged the ecological environment. The emission of a large amount of automobiles is one of the serious air pollution sources. In recent years, the shortage of petrochemical energy, the rapid rise of harmful particles in the air (e.g., PM2.5 and PM10), and the increasing worse atmospheric environment are becoming obstacles to China's sustainable development. Battery electric vehicles (BEVs) are recognized as an ideal alternative to conventional cars. This study aims to explore the factors that can promote consumers' adoption of BEVs and to construct domains of these factors. Firstly, an open web questionnaire and semi-structured interviews were conducted to widely collect factors that promote consumers' purchase of BEVs. Then, questionnaire survey and exploratory factor analysis were used to construct domains of promoting consumers’ purchasing willingness. A total of six factors that promote consumers’ adoption of BEVs were obtained. Finally, the research results can provide references for the Chinese government and the BEV manufacturers in the development and promotion of EVs.
Free-floating carsharing (FFCS) fleets are inherently volatile spatio-temporally, which presents both a logistical challenge for operators and a service reliability issue for customers. In this study we present a stated-choice survey to investigate the attractiveness to customers of two mechanisms for managing fleet volatility: Virtual Queuing (VQ) and Guaranteed Advance Reservation (GAR). We investigate socio-demographic features and “Big Five” personality traits that are associated ceteris paribus with choosing to use the existing FFCS service model, willingness-to-pay (WTP) for VQ and GAR, and risky-choice behaviour under the uncertainty of FFCS systems. Data (n = 289; 232 employed in analysis) are sourced from existing users of a FFCS service in London, UK. Within the survey context, we found that customers are on average not willing to pay for VQ (i.e. negative WTP), however have £0.54 per journey WTP for GAR, with low-frequency FFCS users and users scoring highly on the Big Five “Conscientiousness” dimension having larger WTP for GAR. When analysing the two dimensions of uncertainty, we found that respondents exhibit risk-seeking behaviour towards price and weaker and insignificant risk-aversion towards walking time. This pattern holds across the three standard model types of nonlinear risky-choice behaviour that we investigated. The results are intended to be useful both to policymakers and carsharing operators who are likely, as the industry matures, to seek mechanisms to differentiate their service offers to better serve individual market segments with distinctive characteristics.
This research focuses on the effects of different types of service attributes and context-based government policies, along with product attributes, on Chinese consumers’ adoption of electric vehicles (EVs). Based on a stated choice experiment involving over 1,000 respondents in different cities of China, a mixed logit (MXL) model shows that typical product attributes are consistently important for potential car buyers, but that charging service has a mixed effect, depending on the level of service provision and speed. Specifically, the availability of a home charging facility has the strongest influence on consumers’ choice to purchase EVs, and the service speed of public fast service stations is also significant. In relation to government policies, this study finds that in addition to government subsidy, free licensing policy for EVs is very attractive for consumers, compared to the lottery-based licensing for conventional petrol vehicles (PVs). We find that Chinese consumers have the highest willingness to pay for obtaining a free vehicle license for EVs (106,144 RMB on average) and being permitted to install a home charging post (91,039 RMB on average). Our findings imply the importance of considering consumers’ perceived inconvenience associated with using EVs compared to buying and using conventional PVs. Furthermore, policy makers should consider the heterogeneous preference towards EVs when designing intervention policies in the Chinese market.
Chinese people are very focused on “face,” the desire to pursue face, and the fear of losing face. Face has a broad and profound impact on the behavior of Chinese consumers. By adopting Zhang's face dimension method, this study divides consumers’ face view into “the desire to gain face” and “the fear of losing face,” and develops a model to investigate their impacts on consumers’ need for uniqueness. Data from 360 college students and graduate students were used to validate the proposed model through structural equation modeling. Results show that the desire to gain face and the fear of losing face have indirect effects on consumers’ need for uniqueness, with the mediation of independent self‐construal and consumer's susceptibility to normative influence. The study provides both theoretical and managerial contributions, and a new perspective to better understand Chinese consumers’ face view and consumers’ need for uniqueness. Managerially, the study offers suggestions for consumers about how to properly obtain face, for enterprises about how to formulate targeted marketing strategies using consumers’ face view, and for the government on how to guide consumption trends through consumers’ face mentality.
Electric vehicles (EVs) are becoming the next automotive technology to be widely diffused in society. However, many structural challenges remain to be addressed around the EV socio-technical system as the technology progresses from a niche to early and late mass markets. This study investigates the challenges for electric vehicles focusing on their current and future business implications. For this purpose, we rely on a robust sample of 227 semi-structured interviews, conducted by the authors, with transportation and electricity experts from 201 institutions across seventeen cities in Denmark, Finland, Iceland, Norway, and Sweden. Our findings show that EVs currently face an unfavourable business case, led by the legacy of the petrol and diesel car industries, and national market conditions. This results in an unsuitable business model and supply chain that compromises EV production and market offerings. Additionally, we find that for wide diffusion in society, EVs will change the traditional automotive selling chain, directly affecting selling methods (i.e. dealerships), maintenance revenue streams and refuelling (recharging) structures. It is therefore essential to adopt new models, practices and methods of business that are suitable for EV diffusion.
Facing the dangers posed by climate change, the mobility sector needs to undergo a transition towards sustainability. One way of reducing emissions in traffic is to establish the use of electric vehicles. However, given current market shares in Germany, the envisaged regime change from traditional combustion to electric engines seems rather unlikely, triggering the search for new options for dynamic market growth.
Recent research has shown consumers’ insufficient knowledge and high uncertainty towards electric vehicle (EV) technology. To overcome such acceptance barriers, this study hypothesises that experience in using car-sharing services—especially EV car sharing—can lead to higher acceptance of EV technology, entailing higher market diffusion.
Using the Technology Acceptance Model, a quantitative survey with car-sharing users and non-users was conducted to assess the impact of car-sharing experience on acceptance of EVs. Furthermore, five possible predictors of EV acceptance were tested: mobility, car ownership, urbanity, ecological awareness and technophilia. Car-sharing users rated perceived EV usefulness higher than people without car-sharing experience. They also show a higher intention of buying EVs than non-users. Intention to use EVs in car-sharing schemes is positive amongst both groups. Identifying predictors of EV acceptance, results show that urbanity, ecological awareness, technophilia and car-sharing experience generally increase EV acceptance.
Study results indicate that greater EV acceptance could be achieved by addressing highly mobile individuals living in urban areas, especially by having users of traditional car sharing switch to EV car sharing. Promoting EV car-sharing services and pushing a modal shift—in terms of reducing car ownership and raising individual mobility—in urban areas can serve as a policy instrument to push the mobility regime change towards EV technology.
Shared mobility can contribute to tackling many of the pressing problems from transport and initiate a system change. But who is attracted by shared mobility and who not? How is this related to the attractiveness of electric driving? What are the perceptions underlying those preferences? We try to answer these questions based on two survey studies from Germany with a focus on carsharing. First, we present findings from an online survey (n = 1548) in one of Germany's showcase regions for electric vehicles (EVs) to analyse the acceptance of carsharing in society. The data analysis shows that perceived compatibility with daily life is the most important factor related to the attitudes towards carsharing and that social norms also play an important role. Second, we analyse early adopters of electric carsharing, i.e. a combination of both innovations in more detail. We draw on a survey (n = 947) from field trials in Germany. We find that – extending the results of study 1 – the users are a socio-demographically specific group. A segmentation revealed that carsharing with EVs is particularly attractive for younger people who (i) live as a couple but without cars or (ii) are starting a family and use carsharing as a supplement to their own cars. The findings from the second study are in line with the first one and also emphasise that the affinity for carsharing and EVs is closely connected. We conclude the paper by discussing the implications of our findings for the transition to low-carbon mobility.
Successful market penetration of electric vehicles may not only rely on the characteristics of the technology but also on the business models available on the market. This study aims to assess and quantify consumer preferences for business models in the context of Electric Vehicle (EV) adoption. In particular, we explore the impact of attitudes on preferences and choices regarding business models. We examine three business models in the present study: battery leasing, vehicle leasing and mobility guarantee. We design a stated choice experiment to disentangle the effect of business models from other factors and estimate a hybrid choice model. According to the results, the preferences for business models depend on the vehicle type: for battery electric vehicle (BEV), vehicle leasing is the most preferred option and battery leasing is the least preferred, while for conventional cars (CV) and plug-in hybrids (PHEV) the traditional business model of full purchase remains more popular. The attitudes of pro-convenience, pro-ownership and pro-EV leasing are all significantly associated with the choice of business models. As for mobility guarantee, we do not find any significant effect on utility. Finally, we discuss the implications for business strategy and government policy derived from our results.