Australian Consumers at the Heart of the EV Transition

RACE for 2030: Australian Consumers at the Heart of the EV Transition

Partner

RACE for 2030

Sustainable Development Goals

11. Sustainable Cities and Communities
13. Climate Action
7. Affordable and Clean Energy

Posted on 10 Nov 2025

Imagine a future where electric vehicles (EVs) aren’t just a luxury, they’re a practical, accessible choice for every Australian. Research from Change for Good at the UTS Business School is helping to bring this vision to life. By addressing the social and behavioural aspects of EV adoption, this research aims to identify who might be left behind and how to respond so that an equitable transition is realised for all Australians.

The challenge

Despite growing momentum towards EV adoption, the transition has not been equally accessible to all Australians. Despite rebates and subsidies being made available across Australia, significant barriers are curtailing the uptake of EVs as part of this transition. Affordability, access to charging infrastructure and knowledge gaps limit uptake—particularly amongst renters, lower-income households and those without access to renewable energy at home. If these challenges are overlooked, the shift to cleaner transport risks entrenching existing inequalities and undermining national emissions goals. This research project explores the social and behavioural aspects of EV adoption to inform government campaigns promoting their uptake.

The solution

Under the banner of RACE for 2030 (a national industry-led Cooperative Research Centre) Change for Good at UTS is leading the Australian Consumers at the Heart of the EV Transition project. This initiative brings together researchers, state governments and industry partners to investigate how consumers experience, adopt and engage with EV technologies.

The research takes a fresh and practical approach to one of Australia’s biggest sustainability challenges: the shift to EVs. The project combines ethnographic qualitative social science methods and quantitative survey measures to investigate how people across the country are starting to use EVs—why they buy them, how they charge them, drive them, to even how they manage energy use at home.

By speaking directly with Australians across the country, this research aims to understand real-life experiences with EVs. The study aims to identify what’s helping or holding people back from making the switch to EVs. It involves listening to consumers and working with industry to co-create practical solutions. It looks at how people think about and use new energy technologies, especially EVs. It provides useful data to help governments and businesses design and implement better policies, services, and communications in promoting their uptake. By engaging with different age groups, income levels and locations, our research team will help to identify the unique social, economic, geographic and psychographic challenges in the adoption of EVs.

Results from this research will culminate in a collaborative workshop, working together with community members, government and industry experts to come up with practical and feasible recommendations that can be used to inform policy and support the Australian Government’s first National EV Strategy, released in 2023. The end goal is to make the move to EVs easier, fairer, and more appealing for all Australians, regardless of where they live or their economic and social background.

Outcome and impact

By working closely with Australians throughout the country, and in leveraging insights derived from this research, the project outcomes will help to ensure that EVs are accessible and affordable for everyone, not just a select few. The research focuses on understanding what people need, what might be holding them back, and how to make the switch to EVs easier and fairer across the country.

Ultimately, this work will help shape smarter, more inclusive strategies for Australia’s shift to EVs based on empirical evidence. It will provide insights into how greater EV adoption will affect wider electricity generation and consumption into the future. The project focus on equity and social justice ensures that the transition to EVs and net zero is sustainable and that policy strategies adequately support all Australians.