Understanding decision-making dynamics for vehicle-to-grid adoption in China: a hybrid choice model approach

Vehicle-to-Grid (V2G) technology enables bidirectional energy flow between electric vehicles (EVs) and the grid, leveraging parked vehicles for energy management and grid stability. As a leading nation in EV and renewable electricity adoption, China is well-positioned to develop and implement V2G technology. However, the success of V2G technology hinges on public engagement. This study examines the public’s willingness to engage with V2G technology in China. Through a web-based stated choice survey, we explore consumer preferences regarding V2G attributes and latent variables using a hybrid choice model (HCM). The results highlight the importance of plugged-in hours and economic incentives in shaping public willingness to engage with V2G. Regarding latent variables, “Benefits”, “Concerns”, and “Technology affinity” are significantly related. The Willingness to Accept (WTA) was also calculated, revealing the monetary compensation consumers expect to be paid with the changes of V2G contract attributes levels. Additionally, pseudo-elasticity analysis quantifies how changes in specific attributes affect the probability of consumer engagement, providing further insights for policy and incentive design. In conclusion, this research provides actionable insights for policymakers to enhance V2G adoption and customer satisfaction.