| Summary: | Actions to reduce greenhouse gas emissions are required from all actors. Adopting plug-in electric vehicles (EV) would reduce light motor vehicle travel emissions, a significant and rising emissions source. To encourage EV uptake, many governments have implemented policies which may be less effective than desired. Using New Zealand as a case study, we surveyed private motorists. The results show that consumers are heterogeneous, with varying car-buying motivations, perceptions, attitudes to EVs and awareness of policies. Uniquely, we segmented motorists into four attitudinal groups to ascertain characteristics potentially affecting EV readiness to provide evidence to improve policies and aid social marketing. Our results show the next-most-ready to buy EVs are early mainstream consumers—designated the EV Positives—who were most concerned about vehicle range, perceptions of EV expense, charging-related inconvenience and the unknown value proposition of batteries, and were relatively unaware of incentives compared to EV Owners. The EV Positives favored incentives designed to effect purchase price reductions and increase nation-wide fast-charger deployment. To increase awareness of EVs and shift perceptions of EV expense and inconvenience, we suggest policies that potentially increase EV adoption rates and suggest reframing the language to appeal to EV Positives through information programs. Increasing EV procurement by organizations could increase opportunities for positive information dissemination via employees.
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