Mainstream consumers driving plug-in battery-electric and plug-in hybrid electric cars: A qualitative analysis of responses and evaluations

Plug-in electric vehicles can potentially emit substantially lower CO₂ emissions than internal combustion engine vehicles, and so have the potential to reduce transport emissions without curtailing personal car use. Assessing the potential uptake of these new categories of vehicles requires an understanding of likely consumer responses. Previous in-depth explorations of appraisals and evaluations of electric vehicles have tended to focus on ‘early adopters’, who may not represent mainstream consumers. This paper reports a qualitative analysis of responses to electric cars, based on semi-structured interviews conducted with 40 UK non-commercial drivers (20 males, 20 females; age 24-70 years) at the end of a seven-day period of using a battery electric car (20 participants) or a plug-in hybrid car (20 participants). Six core categories of response were identified: (1) cost minimisation; (2) vehicle confidence; (3) vehicle adaptation demands; (4) environmental beliefs; (5) impression management; and, underpinning all other categories, (6) the perception of electric cars generally as ‘work in progress’ products. Results highlight potential barriers to the uptake of current-generation (2010) plug-in electric cars by mainstream consumers. These include the prioritization of personal mobility needs over environmental benefits, concerns over the social desirability of electric vehicle use, and the expectation that rapid technological and infrastructural developments will make current models obsolete. Implications for the potential uptake of future electric vehicles are discussed.     

Can we reduce car use and, if so, how? A review of available evidence

Transport accounts for nearly a quarter of current energy-related carbon dioxide emissions with car travel constituting more than three quarters of all vehicle kilometres travelled. Interventions to change transport behaviour, and especially to reduce car use, could reduce CO₂ emissions from road transport more quickly than technological measures. It is unclear, however, which interventions are effective in reducing car use and what the likely impact of these interventions would be on CO₂ emissions. A two-stage systematic search was conducted focusing on reviews published since 2000 and primary intervention evaluations referenced therein. Sixty-nine reviews were considered and 47 primary evaluations found. These reported 77 intervention evaluations, including measures of car-use reduction. Evaluations of interventions varied widely in the methods they employed and the outcomes measures they reported. It was not possible to synthesise the findings using meta-analysis. Overall, the evidence base was found to be weak. Only 12 of the 77 evaluations were judged to be methodologically strong, and only half of these found that the intervention being evaluated reduced car use. A number of intervention approaches were identified as potentially effective but, given the small number of methodologically strong studies, it is difficult to draw robust conclusions from current evidence. More methodologically sound research is needed in this area.