Study finds pairing a PEV with a green electricity program increases buyer interest by 23%
9 July 2013
Car buyers are more likely to buy a plug-in electric vehicle (PEV) if they know that the electricity used to charge it is from a renewable energy source, according to a study in the IOP journal Environmental Research Letters (ERL).
Researchers in Canada and the US found that there was a 23% increase in demand for PEVs when buyers of conventional cars were offered a green electricity program together with an electric vehicle. Jonn Axsen from Canada’s Simon Fraser University and Kenneth Kurani of the University of California, Davis, US surveyed three different types of American car buyers: conventional new vehicle buyers; hybrid vehicle buyers; and plug-in electric vehicle (PEV) buyers.
They asked the respondents to state their interest in a PEV as their next vehicle; in purchasing green electricity; and in combining the two products.
We found that combining, for example, a solar-cell system installation with the sale of a PEV made it a more attractive purchase. We were expecting a small increase in interest, but did not expect a 23% increase in demand from conventional car buyers.—Jonn Axsen
Overall, Axsen and Kurani discovered that about one-third of conventional car buyers value the combination of a PEV with green electricity; the proportion is much higher among previous buyers of hybrid or plug-in electric vehicles.
The survey also revealed that when choosing PEVs or hybrid vehicles, car buyers are not motivated by climate change but by issues closer to home.
Most of the people we surveyed who were interested in buying a PEV or hybrid were concerned about local air pollution and about saving money.—Jonn Axsen
Jonn Axsen and Kenneth S Kurani (2013) Connecting plug-in vehicles with green electricity through consumer demand. Environ. Res. Lett. doi: 10.1088/1748-9326/8/1/014045
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