Analysis of a consumer survey on plug-in hybrid electric vehicles

Krupa, Joseph S.; Rizzo, Donna M.; Eppstein, Margaret J.; Lanute, D. Brad; Gaalema, Diann E.; Lakkaraju, Kiran; Warrender, Christina E. · 2014 · OpenAlex-citations

DOI: 10.1016/j.tra.2014.02.019

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Summary

This study addresses the critical gap in data required to accurately model the market penetration of Plug-in Hybrid Electric Vehicles (PHEVs). While PHEVs offer significant potential for reducing greenhouse gas emissions and improving fuel efficiency, their success depends on consumer adoption, which is hindered by limited familiarity with the technology and concerns regarding battery performance and cost. Existing agent-based models for predicting PHEV adoption lack sufficient micro-level data to inform decision-making rules. To address this, the authors conducted a comprehensive survey to identify consumer characteristics, factors influencing adoption, and willingness to pay premiums for future fuel savings. The researchers administered an online survey to 1,000 self-reported US residents using the Amazon Mechanical Turk (AMT) crowd-sourcing platform in July 2011. The survey comprised 105 questions across six sections, covering demographics, purchasing habits, environmental attitudes, and specific PHEV-related concerns. Rigorous quality control measures were applied, including checks for missing data, completion time, and logical consistency, resulting in 911 valid responses. Statistical analyses, including ordinal logistic regression and correlation tests, were performed to examine relationships between consumer attributes and their willingness to consider PHEV adoption. The study specifically aimed to disentangle sticker price concerns from other technological attributes and to provide data for refining agent-based models. The results reveal that while participants were generally representative of US demographics, they skewed slightly younger, more educated, and more politically liberal. Financial and battery-related concerns remained the primary obstacles to adoption. Respondents who strongly prioritized reducing US transportation energy consumption and cutting greenhouse gas emissions had 71 and 44 times greater odds, respectively, of considering a compact PHEV purchase compared to those with low priority for these issues. Despite this environmental motivation, even the most inclined consumers were unwilling to pay more than a few thousand dollars extra for the vehicle’s sticker price. Key factors increasing comfort with PHEVs included significant monthly fuel savings, at-home recharging facilities, and tax rebates. Conversely, major concerns involved battery lifetime, replacement costs, and the availability of public recharging stations. Additionally, the distribution of self-reported market-share thresholds for adoption showed a high standard deviation, indicating diverse consumer readiness levels. The significance of this work lies in its provision of detailed quantitative data that enhances the accuracy of agent-based models for PHEV market penetration. By identifying specific correlations between demographic variables, environmental attitudes, and financial constraints, the study offers actionable insights for policymakers and manufacturers. The findings suggest that while environmental concerns drive interest, financial incentives and infrastructure improvements—particularly regarding battery reliability and recharging access—are essential for widespread adoption. The publicly available dataset supports further research into consumer behavior and vehicle fleet initialization, aiding in the development of targeted marketing strategies and effective governmental policies to promote electric-drive vehicle technology.

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