Comparison between Korean and Japanese consumers’ preferences for fuel cell electric vehicles

Abstract

Fuel cell electric vehicle (FCEV) using hydrogen as a fuel has been regarded as an alternative to fossil fuel-based vehicles, especially in Korea and Japan, which are the only two countries producing commercial FCEVs as of 2021. This study aims to investigate the possibility of the successful adoption of FCEVs in Korea and Japan by eliciting the stated preferences of potential consumers toward various alternative fuel vehicles. We designed a discrete choice experiment employing the Best–Worst Scaling and conducted an online panel survey. Based on a mixed logit model, we determined the factors that affect consumer preferences and compared the characteristics of Korean and Japanese consumers. Further, the simulation analysis showed that FCEVs occupy a low market share in Korea and Japan due to their high purchase price, but they can occupy a fairly high market share in both countries if there is adequate support for fueling costs. • The possibility of fuel cell electric vehicle adoption in Korea and Japan is investigated. • Korean consumers are less sensitive to purchase prices than Japanese consumers. • Fuel cell electric vehicles in Korea and Japan have a low market share without support. • The effective support policies are shown to support operation costs in both countries.