Electric Vehicle Uptake: Understanding the Print Media’s Role in Changing Attitudes and Perceptions

Abstract

Passenger motor vehicle transport is a significant and growing emissions source contributing to climate change. Switching from internal combustion engines to electric vehicles (EV) would significantly reduce most countries’ emissions, but for many consumers perceived barriers deter EV adoption. Consequently, government policies designed to incentivise a transition to EVs could benefit from consideration of the utility of communication channels such as print media for influencing consumer behaviour. This research explores the role that media and other communication channels writing about EVs play in consumer perceptions and awareness of government-initiated programs and policies to incentivise EV market transition. Using mixed methods of a media review and New Zealand car buyer surveys (questionnaires, interviews) (n = 893), we identified car buyers’ media use to update knowledge about cars, perceptions about EVs, and likelihood to buy, and tested awareness and popularity of incentives. We derive recommendations for policy improvements to accelerate EV uptake, including a significant role for the print media to disseminate relevant information, increase awareness of policies, and shift perceptions about EVs. We argue that social marketing programs should be enhanced to overcome lack of knowledge and misinformation, focusing on the market segment next most likely to buy EVs.