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A stated choice experiment to measure the effect of informational and normative conformity in the preference for electric vehicles


  • Cherchi, Elisabetta


This work aims to measure the effect of both informational and normative conformity in the preference for electric vehicles (EV) versus internal combustion vehicles (ICV). Differently from most of the literature in the field, measures of conformity are included as attributes inside a stated choice (SC) experiment, allowing a direct comparison of their effects with typical effects such as purchase price, range and fuel/electricity price. To measure informational conformity we set up an experiment where the same individual answers the choice tasks before and after he/she has received social information on three specific EV features: range, parking spaces reserved for EV and the need to change activity schedule if using an EV. Normative conformity was measured in terms of social adoption, social-signalling and injunctive norms. Social adoption and a pair of eyes to detect social-signalling were included as attributes in the stated choice experiment, while injunctive norms were measured using psychometric indicators. The SC experiment was also aimed at testing the effect of parking policy on the choice of EV. Hybrid choice models were estimated and a resampling technique was used to test the model sensitivity to the sample gathered. All social conformity effects tested are highly significant and their impact in the overall utility can be high enough to compensate also quite low driving range for EV (e.g. around 130km) or significant differences in purchase price (for example 1/3 higher for EV than ICV). We also found that parking price and the number of slots reserved for EV can be effective in boosting the demand for EV, but a combination of parking policies is needed because each measure alone does not have a sufficient impact to compensate major differences in the characteristics between EV and ICV.

Suggested Citation

  • Cherchi, Elisabetta, 2017. "A stated choice experiment to measure the effect of informational and normative conformity in the preference for electric vehicles," Transportation Research Part A: Policy and Practice, Elsevier, vol. 100(C), pages 88-104.
  • Handle: RePEc:eee:transa:v:100:y:2017:i:c:p:88-104
    DOI: 10.1016/j.tra.2017.04.009

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    1. Giansoldati, Marco & Danielis, Romeo & Rotaris, Lucia & Scorrano, Mariangela, 2018. "The role of driving range in consumers' purchasing decision for electric cars in Italy," Energy, Elsevier, vol. 165(PA), pages 267-274.
    2. Kim, Ga-Eun & Kim, Ju-Hee & Yoo, Seung-Hoon, 2019. "South Korean consumers’ preferences for eco-friendly gasoline sedans: Results from a choice experiment survey," Transport Policy, Elsevier, vol. 77(C), pages 1-7.
    3. Jose J. Soto & Victor Cantillo & Julian Arellana, 2018. "Incentivizing alternative fuel vehicles: the influence of transport policies, attitudes and perceptions," Transportation, Springer, vol. 45(6), pages 1721-1753, November.
    4. Bergantino, Angela Stefania & Capozza, Claudia & Intini, Mario, 2018. "Empirical investigation of retail gasoline prices," Working Papers 18_4, SIET Società Italiana di Economia dei Trasporti e della Logistica.
    5. Kim, Ju-Hee & Kim, Hyo-Jin & Yoo, Seung-Hoon, 2019. "Willingness to pay for fuel-cell electric vehicles in South Korea," Energy, Elsevier, vol. 174(C), pages 497-502.
    6. Danielis, Romeo & Scorrano, Mariangela & Giansoldati, Marco & Rotaris, Lucia, 2019. "A meta-analysis of the importance of the driving range in consumers’ preference studies for battery electric vehicles," Working Papers 19_2, SIET Società Italiana di Economia dei Trasporti e della Logistica.
    7. Mehdizadeh, Milad & Zavareh, Mohsen Fallah & Nordfjaern, Trond, 2019. "Mono- and multimodal green transport use on university trips during winter and summer: Hybrid choice models on the norm-activation theory," Transportation Research Part A: Policy and Practice, Elsevier, vol. 130(C), pages 317-332.
    8. Loría, Luis Enrique & Watson, Verity & Kiso, Takahiko & Phimister, Euan, 2019. "Investigating users' preferences for Low Emission Buses: Experiences from Europe's largest hydrogen bus fleet," Journal of choice modelling, Elsevier, vol. 32(C), pages 1-1.
    9. Gabriela D. Oliveira & Luis C. Dias, 2019. "Influence of Demographics on Consumer Preferences for Alternative Fuel Vehicles: A Review of Choice Modelling Studies and a Study in Portugal," Energies, MDPI, Open Access Journal, vol. 12(2), pages 1-33, January.
    10. Correia, Gonçalo Homem de Almeida & Looff, Erwin & van Cranenburgh, Sander & Snelder, Maaike & van Arem, Bart, 2019. "On the impact of vehicle automation on the value of travel time while performing work and leisure activities in a car: Theoretical insights and results from a stated preference survey," Transportation Research Part A: Policy and Practice, Elsevier, vol. 119(C), pages 359-382.
    11. Jon Martin Denstadli & Tom Erik Julsrud, 2019. "Moving Towards Electrification of Workers’ Transportation: Identifying Key Motives for the Adoption of Electric Vans," Sustainability, MDPI, Open Access Journal, vol. 11(14), pages 1-19, July.

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