Are consumers inattentive to fuel saving for Electric Vehicles? A stated choice experiment

Abstract: The transition to electric vehicles (EVs) is a crucial component of the global green transition within the transport sector, where EVs are often characterized by higher initial costs. This study investigates whether enhancing the salience of fuel savings information influences consumer decisions towards EVs, amidst criticisms of manufacturers like Tesla for leveraging such information in marketing strategies. I collected data from university students and conducted a stated choice experiment with randomized information treatment. The findings indicate that making fuel savings information more salient does not statistically increase the likelihood of consumers choosing an electric vehicle.