Abstract
Reducing pollution from transport related sources is one way in which we can reduce our impact on the planet’s climate. In order to reduce transport emissions and increase our transport efficiency, the mass adoption of zero-tailpipe emissions electric vehicles will need to occur in the near future. Current figures for New Zealand registrations of such vehicles show that this is occurring at a slower rate than rates proposed by the New Zealand government. This suggests there are barriers to adoption in New Zealand that are preventing motorists from entering into the EV sphere and adopting an EV. International research has identified limited battery range, initial upfront cost and recharging time as the main barriers to EV adoption. This research has not previously been done in New Zealand.
Gaps in current knowledge include New Zealander’s views on our vehicles, including factors such as vehicular investment, levels of enthusiasm for our vehicles, and the distances we drive our vehicles on a weekly basis. In addition to this, our perceptions of electric vehicles in terms of our knowledge of EV aspects, our willingness to adopt new technology, our views towards potential EV incentives and our perceptions of increasing efficiency and views towards the environment are key factors in analysing the likelihood of adopting an EV. With this in mind, this research set out to evaluate if a person’s likelihood of adopting an EV is influenced by their attitudes towards motoring. In conjunction with this, the research set out to uncover if people’s perceptions of EVs are a factor in their likelihood to adopt an EV.
In order to explore these attitudes and perceptions, a research survey of Kiwi motorists was developed and undertaken from July to September 2020, gathering data on motoring attitudes and EV perceptions from 833 respondents. This survey examined the population’s likelihood of EV adoption by separating participants into three study groups: EV-Owners (n= 246), Non-EV owners open to EVs (n=476), and non-EV owners resistant to EVs (n=111). A participant’s position in one of these three study groups was related to their current ownership or their self-reported likelihood of adopting an EV in the future.
To efficiently analyse these data, a Principal Component Analysis was executed which created a number of scales ranging from automotive enthusiasm, vehicular investment, EV and technology knowledge, views on EV incentive effectiveness, views on EV information influence, and other external EV related factors. A multivariate analysis of variance indicated significant differences between the three study groups in all component scales mentioned above: those who were EV owners were more likely to be enthusiastic about vehicles and also more invested in their vehicles. Those who were resistant to EVs were less likely to be influenced by external information, less likely to have a high level of knowledge of EVs and technology, and less likely to believe in the efficacy of EV incentives. This research is, to the author’s knowledge, the first of its kind in New Zealand to link motoring attitudes and driving habits with electric vehicle adoption likelihood and EV perceptions.
The implications of these findings range from the need to increase the level of knowledge present in those who are resistant to EVs, to the need for a fair and balanced subsidy scheme to incentivise EV adoption and reduce the initial cost which is a known barrier (Williams et al., 2015, Egbue & Long, 2012), and increase the effectiveness of other incentives and communication to ensure that it can influence those resistant to EVs.
In addition to the academic research survey, a podcast series was created. This series comprising four episodes tells the story of EVs and presents an argument for reducing air pollution in our built-up areas. Volunteer survey participants from each of the study groups were interviewed on the subjects of motoring attitudes and EV perceptions. The episodes were structured in a narrative fashion with an aim to use storytelling to increasing listener comprehension and enjoyment. The participant interviews also revealed numerous EV and motoring related aspects that were not considered during the academic survey, leading to avenues for future study.