Consumer preferences towards alternative fuel vehicles. Results from the conjoint analysis

Abstract

Alternative fuel vehicles (AFVs) are an important element of sustainable development and electromobility. Even though the analysis of consumers’ preferences towards AFV has already been done in various countries, the point of view of consumers from the country representing Central and Eastern Europe was missing. Within our complex, two stages survey (CATI and CAWI) we used the conjoint method to compare and balance the important factors responsible for consumers’ preferences towards AFV, in one study, allowing a relative assessment to be made. As a result, we got 6 separate conjoints (depending on the type of purchase: direct purchase or leasing) and the type of vehicle (HEV, PHEV and BEV). Although each conjoint contains different sets of factors, the methodological regime is followed. The study is conducted on a large group of Polish respondents (N=1002 and N=500), and the choice of factors is based on a broad CATI survey. Our results indicate that surprisingly safety is the most important feature of a good AFV car. Then, the price, range and type of the car also matter. These findings recommend car manufactures and policy makers what they should focus on while designing and promoting AFV.