Nudging and boosting the adoption of electric vehicles in Australia

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).