Government leadership plays a vital role in the uptake of electric vehicles (EVs) to reduce carbon emissions in Australia – with both targets currently unmet. This research explores the psychological barriers to purchasing an EV while developing behavioural science interventions for government to overcome these challenges.  

The challenge

If Australia is to meet its carbon emission targets, then its citizens need to more swiftly adopt electric vehicles (EVs). However, 2021 saw only 1% of new car sales being that of an EV – placing Australia last (out of 14 other countries) for government leadership and the maturity of its EV market. While past research has focused on incentives, rebates and subsidies – these economic interventions do not consider psychological barriers related to the perceived high purchase price, range concerns and social image perceptions of purchasing an EV. This research investigates behavioural science interventions to overcome these psychological barriers.

Solution

To explore this issue, data will be collected across three phases. The research team will consult with government via interviews to learn about existing research; explore consumer beliefs through a survey; and undertake a lab-based experiment – presenting consumers with a mock car sales website to compare the effectiveness of ‘nudges’ and ‘boosts’. The research aims to develop cutting-edge behavioural science to design interventions that encourage the adoption of EVs in Australia.

Outcome and impact

Findings will be disseminated across government departments with the aim of encouraging more sustainable consumption. The research team aim to present findings to as many NSW and Federal policy teams as possible – with a specific focus on the Net Zero Transport Team from the NSW Department of Planning, Industry and Environment (given that the team is mandated to encourage NSW residents to move towards EV adoption).

Meet the research team

Research impacts

United Nations Sustainable Development Goals (UN SDGs)

UN SDG icon: Goal 12. Responsible consumption and production

Ensure sustainable consumption and production patterns

UN SDG icon: Goal 13. Climate action

Take urgent action to combat climate change and its impacts

Acknowledgement of Country

UTS acknowledges the Gadigal people of the Eora Nation, the Boorooberongal people of the Dharug Nation, the Bidiagal people and the Gamaygal people, upon whose ancestral lands our university stands. We would also like to pay respect to the Elders both past and present, acknowledging them as the traditional custodians of knowledge for these lands.