Consumer preferences for hydrogen fuel cell vehicles adoption: A discrete choice survey

The hydrogen economy, driven by the promotion of hydrogen fuel cell vehicles (HFCVs), is emerging as the key to the electrification of transportation. Despite this, consumers remain hesitant, facing a dilemma where HFCVs have not yet decisively influenced their purchasing preferences. The complex market landscape and policy nuances also contribute to consumer decision-making uncertainty. Using a Discrete Choice Model combining Multinomial Logit and Latent Class Cluster Analysis, we analyzed 1077 survey responses from Chongqing, China, identifying four consumer groups based on perceived value and risk (“LH,” “HH,” “LL,” “HL”). Key findings show that drivable range, refueling accessibility, and personal carbon credits (PCC) enhance HFCV competitiveness. Hydrogen station accessibility boosts preferences for “LL” group, while PCC mainly influences “HH” consumers. Toll exemptions attract high-risk-perception groups, and mileage subsidies benefit vulnerable groups like “LL.” Targeted policies are essential to address diverse consumer needs and accelerate HFCV adoption.