Reviewed by Lexie CornerMar 5 2025
A recent study from the University of Surrey highlights that consumer hesitance and misinformation could impede the electric vehicle (EV) revolution. Published in Transport Policy, the research examines how past driving experiences impact consumer willingness to buy EVs in China, a key market for the global shift to sustainable transportation.
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Despite rapid increases in production, electric vehicle adoption remains low, raising important questions about the factors influencing consumer behavior and how to drive change.
The researchers found that positive firsthand experiences with EVs significantly increase purchase intentions, while negative experiences can discourage potential buyers.
A key finding of the study is that women, highly educated individuals, and urban residents are more likely to purchase electric vehicles, mainly due to their previous experiences.
To boost consumer adoption, the researchers suggest investing more in public test-driving events and educational campaigns to raise awareness of EVs. By providing more opportunities for firsthand experiences, the study indicates that potential buyers will feel more confident and informed, addressing concerns like “range anxiety.”
To transform the EV market, we must engage consumers where it counts—through their personal norms and experiences. Our findings highlight the importance of providing opportunities for potential buyers to interact with electric vehicles and dispel fears rooted in misinformation. It’s not just about the technology; it’s about changing perceptions and making EVs a relatable choice for everyone.
Dr. Nikolas Thomopoulos, Study Co-Author and Associate Professor, Transport, University of Surrey
In collaboration with the University of Birmingham, the research team at Surrey conducted a large-scale survey, gathering data from over 1,000 participants who had prior exposure to electric vehicles. By analyzing the interaction between attitudes, social norms, and perceived control, the study emphasizes how both past experiences and psychological factors play a significant role in the intention to purchase EVs.
As the world continues to grapple with climate change and strive towards sustainable development goals, understanding the nuances of consumer behavior in the EV market is more critical than ever. Our study not only highlights the barriers facing the EV market but also outlines actionable insights for manufacturers, retailers, and policymakers to foster a more inclusive and effective approach to contribute towards the Sustainable Development Goals.
Dr. Nikolas Thomopoulos, Study Co-Author and Associate Professor, Transport, University of Surrey
Journal Reference:
Jiang, Y., et al. (2024) Understanding the influence of past driving experience on electric vehicle purchase intention in China. Transport Policy. doi.org/10.1016/j.tranpol.2024.11.025.