Why do consumers reject zero-emissions vehicles? Applying a comprehensive framework of resistance to Canadian car buyers

Most of the consumer research on zero-emissions vehicles (ZEVs) has focused on what motivates adoption. This study explores the concept of “ZEV resistance”: why consumers might not want to adopt ZEVs in the near- to long-term. Such resistance challenges governments seeking 100% ZEV sales. We develop a comprehensive conceptual framework that assesses functional, environmental, social influence, and status quo aspects of resistance, implemented via 43 questions in a survey of Canadian new vehicle buyers (n = 2555). Our analyses identify eight subcategories of ZEV perceptions. Regression and latent class choice analyses find that at least one aspect of all four categories is associated with ZEV resistance. First, functional aspects of resistance are primarily driven by perceived lack of benefits from ZEV usage (rather than purchase concerns). The second association is negative perceptions of pro-societal aspects, which include environmental impacts and moral norms towards ZEVs. Third is the perception that ZEVs do not convey social approval (whereas perceptions of ZEVs' commonality and inspirational qualities are less associated with resistance). The last association is satisfaction with the status quo of conventional vehicles (rather than opposition to change more generally). ZEV resistance is complex and linked to many varied dimensions of consumer perceptions, and if left unaddressed could be challenging for a smooth transition to 100% ZEVs.