How Can We Facilitate the Diffusion of Electric Vehicles in Japan?: Consumer Characteristics and Perceived Innovation Attributes

摘要

Electric vehicles (EVs) have significant potential to substantially reduce CO_2 emissions from transportation. Researchers have been working around the world to find ways to diffuse the use of this innovation in markets, but only a few such studies have been made in Japan. The aim of this study is to pinpoint potential adopters of EVs and the factors driving or hindering the diffusion of EV use in Japan. An online questionnaire was used to identify consumer characteristics and perceived innovation attributes of EVs among 208 car owners. Two groups of car owners divided by intentions to buy EVs were compared. We found that potential adopters perceive EVs positively and have positive environmental attitudes and are scientifically literate. Our findings also indicate social environment norms can drive the diffusion of EVs while consumers' lack of compatibility with EVs hinders the widespread diffusion of this innovation. Finally we discuss the limitations and implications of this study.