Adoption of electric vehicles in a laggard, car-dependent nation: Investigating the potential influence of V2G and broader energy benefits on adoption

Increasing electrification of the global transport system is critical in the transition towards a net zero economy. While electric vehicle (EV) uptake is increasing in many countries, some nations – like Australia – are EV laggards. Here we analyse the stated preferences towards EVs of a representative sample of 500 Australian consumers by estimating a mixed logit model, which will help inform policy-makers in similar markets on how to potentially accelerate uptake. Additionally, the findings of this study are useful to EV manufacturers in exploring the specific vehicle features that are most attractive to consumers, and that are likely to be required to stimulate uptake in car-dependent markets, like Australia, with longer distances between urban areas. The attributes examined in this study include purchase price, driving range, fast charging time, public fast charger availability, financial incentives, and vehicle-to-grid (V2G) capabilities. As one of the first consumer preference studies to include V2G capabilities, this study also aims to understand how broader potential energy benefits stemming from EV ownership are perceived by consumers, and whether these features could further stimulate uptake. As expected, purchase price, driving range, fast charging time, public fast charger availability and financial incentives in the form of energy bill discounts were found to be significant factors affecting the choice to purchase an EV. Interestingly, the availability of V2G was found to have a significant impact on consumer choice, with consumers’ marginal willingness-to-pay for these features ranging from AUD 2,319 to AUD 5,346, depending on the technical details of its implementation. As identified in other studies, younger consumers were found to be more likely to purchase an EV, and higher levels of EV awareness also have a significant positive impact.