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How are major electric vehicle fires associated with purchase Intention? The moderating role of EV ownership experience in South Korea

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  • Kim, Jisu
  • Jeong, Dabin
  • Dua, Rubal
  • Bansal, Prateek
  • Lee, Jae Hyun
  • Kim, Eui-Jin

Abstract

This study investigates how a major electric vehicle (EV) fire, the Cheongna EV fire in South Korea, is associated with consumers’ EV purchase intentions, comparing responses between individuals with and without prior EV ownership experience. Whereas most previous incident-based studies have analyzed aggregate public sentiment derived from social media reactions, this study provides individual level behavioral evidence on how a large-scale safety incident translates into changes in stated purchase intention. Based on a survey conducted two months after the incident, we analyzed how EV ownership experience, socio-demographic characteristics, and perceptions of fire risk shape EV purchase intention. The results show that 52 % of respondents without prior EV ownership experience reported a reduced purchase intention compared to 28 % of those with ownership experience. This suggests that ownership experience may mitigate safety-related concerns. A binary logistic regression further reveals that increased exposure to negative media coverage amplifies the likelihood of a decrease in EV purchase intentions, whereas accurate knowledge of EV fire risks significantly lowers this likelihood. These results highlight the importance of EV experience, transparent risk communication, and targeted public education as effective policy interventions.

Suggested Citation

  • Kim, Jisu & Jeong, Dabin & Dua, Rubal & Bansal, Prateek & Lee, Jae Hyun & Kim, Eui-Jin, 2026. "How are major electric vehicle fires associated with purchase Intention? The moderating role of EV ownership experience in South Korea," Energy, Elsevier, vol. 342(C).
    • Handle: RePEc:eee:energy:v:342:y:2026:i:c:s0360544225052132
    DOI: 10.1016/j.energy.2025.139571
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