Using behavioural insights to increase uptake of electric vehicles in the UK
Feasibility study on developing a range of behaviour informed measures to accelerate the uptake of electric vehicles.
Documents
Details
The project was divided into 3 phases:
Phase 1
Generation of a range of policy and intervention ideas addressing 5 critical areas relating to electric vehicle adoption.
These are:
- awareness
- affordability
- adequate charging infrastructure
- functionality of electric vehicles
- desirability of electric vehicles
Phase 2
Feedback on the ideas was then sought from expert stakeholders in industry, public sector, consumer bodies and academia with ideas then refined and narrowed down
Phase 3
A subset of the shortlisted ideas were then tested with individual consumers using an online survey and focus groups and telephone calls with commercial organisations who operate vehicle fleets
The research activities from phases 2 and 3 provided a range of data sources which provide an overall assessment of each idea.
Each idea was then assessed in terms of its potential impact on achieving a given objective related to electric vehicle uptake, the likely level of support for the idea from private consumers and businesses and the extent to which the idea is ready for implementation.
This report provides an overview of the approach throughout the whole project but focuses on the findings from phase 3 and the overall assessment of each idea.
The annex includes detailed consumer and stakeholder feedback collected during phase 3.
The study, including its primary research components, was conducted before the COVID-19 pandemic.