Consumer acceptance of electric mobility

Electric mobility has certain characteristics of a disruptive innovation and its adoption requires fundamental shifts in consumer decision-making. This project aims at coming up with rich micro-data that can inform macro-modelling of the transition to electric mobility. It complements other work of SCCER Mobility by using a mix of qualitative and quantitative methods for an in-depth investigation of the consumer decision process to buy (or not to buy) an electric car, including key elements of pre- and post-purchase behavior. Such decisions are not taken by individual consumers on purely economic grounds, therefore particular attention will be devoted to the interplay of rational and affective factors in the decision process, as well as the important role of peer effects. As a result, we will develop behaviorally informed policy recommendations.