Transitioning from internal combustion engine vehicles (ICEVs) to innovative technologies, including electric vehicles (EVs), can be a crucial pathway to reducing Greenhouse Gas (GHG) emissions and other negative externalities arising from fossil-fueled cars used for personal transport. Government action to correct insufficient market incentives has been essential in countries working to enhance EV acceptance; however, to date in Australia, there has been little government support to enact EV uptake. This paper identifies barriers and incentives to EV adoption in Australia through a survey of pro-environmental motorists, including an experimental component to test information provision influences on attitude change. Results evidence that wide ranging factors influence vehicle choice including EVs. Purchase barriers are focused on lack of a comprehensive recharge network and high EV purchase price. Factors encouraging fully EV uptake showed affordable price (56%) increased vehicle range (26%) and an adequate recharge network (28%) were mentioned most often; only 13% specifically indicated environmental regard as influential. Information provided about EVs increased the likelihood of positive attitudes towards EV purchase and decreased uncertainty about the technology. Recommendations arising from this research could be considered by laggard countries that, like Australia, have yet to take significant action to encourage transition to EVs.

Actions to reduce greenhouse gas emissions are required from all actors. Adopting plug-in electric vehicles (EV) would reduce light motor vehicle travel emissions, a significant and rising emissions source. To encourage EV uptake, many governments have implemented policies which may be less effective than desired. Using New Zealand as a case study, we surveyed private motorists. The results show that consumers are heterogeneous, with varying car-buying motivations, perceptions, attitudes to EVs and awareness of policies. Uniquely, we segmented motorists into four attitudinal groups to ascertain characteristics potentially affecting EV readiness to provide evidence to improve policies and aid social marketing. Our results show the next-most-ready to buy EVs are early mainstream consumers—designated the EV Positives—who were most concerned about vehicle range, perceptions of EV expense, charging-related inconvenience and the unknown value proposition of batteries, and were relatively unaware of incentives compared to EV Owners. The EV Positives favored incentives designed to effect purchase price reductions and increase nation-wide fast-charger deployment. To increase awareness of EVs and shift perceptions of EV expense and inconvenience, we suggest policies that potentially increase EV adoption rates and suggest reframing the language to appeal to EV Positives through information programs. Increasing EV procurement by organizations could increase opportunities for positive information dissemination via employees.

Passenger motor vehicle transport is a significant and growing emissions source contributing to climate change. Switching from internal combustion engines to electric vehicles (EV) would significantly reduce most countries’ emissions, but for many consumers perceived barriers deter EV adoption. Consequently, government policies designed to incentivise a transition to EVs could benefit from consideration of the utility of communication channels such as print media for influencing consumer behaviour. This research explores the role that media and other communication channels writing about EVs play in consumer perceptions and awareness of government-initiated programs and policies to incentivise EV market transition. Using mixed methods of a media review and New Zealand car buyer surveys (questionnaires, interviews) (n = 893), we identified car buyers’ media use to update knowledge about cars, perceptions about EVs, and likelihood to buy, and tested awareness and popularity of incentives. We derive recommendations for policy improvements to accelerate EV uptake, including a significant role for the print media to disseminate relevant information, increase awareness of policies, and shift perceptions about EVs. We argue that social marketing programs should be enhanced to overcome lack of knowledge and misinformation, focusing on the market segment next most likely to buy EVs.