Understanding resistance to zero-emissions vehicles: Interviews with Canadian new car buyers

This project explores consumer resistance to purchasing and using zero-emissions vehicles (ZEVs), in the context of Canada’s goals to transition to 100% ZEV sales in the passenger vehicle market by 2035. A key uncertainty regarding this transition is how later buyers will respond. To date, little research has focused on understanding “ZEV resistance”: the various reasons that might prevent some car buyers from purchasing ZEVs. To explore ZEV resistance in depth, the intern and partner organization will interview 40 households in British Columbia to understand perceptions of the functional, environmental, social influence, and status quo characteristics of ZEVs. Through this project, the partner organization will develop new insights into consumer perspectives of ZEVs, which can be used to inform further research on ZEV adoption and policy impacts. Findings are expected to contribute to the ZEV research literature and inform climate policy recommendations, and improve understanding of the social impacts of Canada’s ZEV transition.

Faculty Supervisor:

Jonn Axsen

Student:

Partner:

Navius Research

Discipline:

Sociology

Sector:

Professional, scientific and technical services

University:

Simon Fraser University

Program: