What are the main barriers and drivers for consumer behavior change towards low-carbon mobility options?

Many people are not familiar with the benefits, costs, or availability of low-carbon mobility options. I aim to solve that problem through my website, EVinfo.net. I'm an electric vehicle (EV) industry infuencer, I share news an information about EVs primarily to convince drivers of the many benefits of driving electric. EVs are more eco-friendly, cheaper to own over the long term, and are faster and quieter than gas-powered vehicles. The EV revolution is moving fast. New research from Recurrent Auto indicates that the US is set to reach 50% of all new-car sales being EVs by 2030. The data from Recurrent Auto shows that the US is expected to enter the 15% “mass adoption” phase for EVs by the end of 2025.

Any significant change starts with awareness. We don’t make an effort to change our routines unless we know how it can benefit us. If sustainability becomes universal knowledge, it will impact people’s behaviors and choices. The other side of this issue is the accessibility of public transportation. COVID-19 has significantly impacted our lives, driving the population to smaller towns in pursuit of a less hectic and expensive lifestyle. Reliable and affordable public transportation is not always available even in larger urban areas, let alone in smaller communities and towns. We have to address both issues to let the power of supply and demand come into force and lead to a meaningful change.

Change cannot happen if people don't know that it is possible in the first place! The shift to a low-carbon economy is happening at a pace that human society has never experienced before- this means that new technologies, ideas, and options may be developing too fast for the average consumer to keep up with. Awareness campaigns need to keep this in mind by ensuring that information is simple and easily digestible and by pinpointing the exact next steps needed for a consumer to make the intended shift.

It is extremely important that the low carbon mobility options should not be at extreme levels aways in terms of convenience. 90% of the people won't take the effort to shift if its end up putting too much burden on pocket and convenience also. The awareness around new things are important. In the beginning, it should focus on WHY rather than the features of the same. Building the connect as to why one may like to shift even it means a little inconvenience. As with time, that will also go once you get attached to the larger good.

The article rightly identifies a hurdle in promoting low-carbon mobility: a lack of awareness, knowledge, and confidence. The proposed solution of combining education through modern channels and hands-on training strikes a balance between innovation and conservative principles. By disseminating information widely and fostering practical skills, this approach offers a comprehensive strategy to empower individuals and build a community ready to embrace sustainable mobility.

In my experience, people usually ask themselves, "Why should I change?" There are just two motivations for someone to adopt low-carbon mobility and alter their habits: 1. There is no infrastructure for traditional mobility, therefore this transition is required. 2. There is compensation for switching to low-carbon mobility. I don't see the first options materializing in the next 20 years because there will be several options. Indeed, incentive programs can encourage low-carbon mobility. Let's use India as an example. The country saw increased adoption of solar energy in last 5 years only due to government subsidies and the ability to sell excess power to the government. Government and business alike must consider the public interest.

It's important to address psychological factors such as risk aversion and uncertainty to encourage the further adoption of low-carbon mobility. Manufacturers can take several measures to achieve this. They can align their products with consumer values, use human-centered design, and employ transparent communication methods to help change established habits and address consumer concerns. Creating compelling narratives, sharing educational campaigns, and engaging with communities can also dispel misapprehensions and create positive perceptions of low-carbon options. Through innovation and psychology-driven strategies, those in low-carbon mobility spaces can foster a sense of belonging for consumers and reinforce the value of their products.

Addressing psychological factors is crucial for overcoming barriers to consumer behavior change toward low-carbon mobility options. Interventions should focus on understanding and influencing established habits, attitudes, values, and emotions. Providing incentives, rewards, feedback, and social recognition can motivate individuals to embrace low-carbon options. Additionally, creating a positive image and identity for these alternatives helps reshape associations and perceptions, ultimately fostering a more favorable attitude toward sustainable mobility choices.

We are a social species, so any opportunity to share your experience with others, both good and bad, helps to make the unfamiliar more familiar. For example, as the driver of an electric vehicle, I'm always surprised by how people get freaked out about electric charging stations, because they don't understand that you'll almost never need one! The fear of the unknown prevents movement into the known.

Living in London during the pandemic, it was very clear that lots more people actually can and want to take the bike to work. The formation of bike lanes and just the fact that we were seeing more bikes in the street had a contagious effect (in a manner of speaking) in my opinion.

Overcoming the barrier of social factors in consumer behavior change towards low-carbon mobility options requires addressing the impact of norms, expectations, and social influences. Interventions should focus on leveraging the power of social influence by creating a sense of community and belonging among users of low-carbon options.

Communities and workplaces can play a large role in increasing the social acceptance of low-carbon options. In my experience, conversion to alternative low-carbon mobility options can be catalyzed when community leaders make the conversion. Others see their trusted leaders making the change and then follow suit. Communities and workplaces often know who these people are and can work with them to set examples - utilizing natural social dynamics for success.

Globally, the key to driving consumer behavior towards low-carbon mobility lies in simultaneous development of policy mandates with supportive infrastructure. Ethiopia boldly banned import of non-EVs and now offers significant tax incentives for the sale of EVS. But current gov data shows the country has 60 ev charging stations for over 100,000 EVs. That’s ~1600 cars per charger compared to China’s 7. To put into context, India has 115 EVs per charger & California has 27. India and USA, despite their advancements, have significant regional disparities in EV infrastructure development, demonstrating that even in developed markets transition to e-mobility is an ongoing process, requiring continuous investment & adaptation in infrastructure.

There are many areas of the country where the electric utilities host a charging network. Some examples include: EVSmart by BGE, Park and Plug by Duke Energy, and the Mid-American network across Iowa. These networks dispense kWh for drivers as a utility point of sale, with the price per kWh similar to how we are charged in our homes. These networks are typically well maintained, available in convenient locations, and lower cost to access than other privately owned and managed networks. These networks also take equity into account, ensuring that underserved communities can be served by electric vehicles like buses, para-transit, and municipal vehicles.

From an institutional perspective, low-carbon mobility options benefit from top-down support from regulators and government bodies. Luckily, this does not require significant investments or complex frameworks to implement successfully- simple solutions such as protected bike lanes and clearly demarcated roads and sidewalks can help to overcome these barriers.

Overcoming the barrier of environmental factors in consumer behavior change towards low-carbon mobility options involves addressing infrastructure, accessibility, and affordability challenges. Interventions should focus on improving physical and economic conditions that enable the use of low-carbon options. This includes strategic investments in infrastructure, subsidies, and policies that enhance the availability, convenience, and affordability of sustainable mobility choices, making them more accessible and appealing to a broader audience.

Luckily, low-carbon mobility is already a much more pleasant experience for the average consumer compared to fossil-based technologies! - Less noise and pollution - More intuitive to drive and handle - Can be plugged in to charge, similar to most other devices - Ability to be integrated with other technologies, such as smart home systems and mobile phones It's not always this simple, however, and a lot of these technological factors stand to benefit from awareness campaigns, test trials, or government policies to promote widespread adoption.

There are many areas of the country where the publicly available charging network is still sparse. Some folks, understandably, believe that charging depots need to be as ubiquitous as gas stations in order for their switch to electric to be viable. This isn't the case. 90% of charging can be done at home with an overnight charger, or L2. Starting each day with a full battery means that public charging is only needed for longer drives. The experience with gas-powered cars isn't such that each day starts with a full tank! Once more information spreads around the viability of home charging, more members of the general public (not commercial fleet drivers) should be more comfortable transitioning.

By addressing concerns about range, speed, safety, and aesthetics, these interventions can increase awareness and satisfaction, ultimately driving broader acceptance and adoption of sustainable mobility choices.

Toyota's 1:6:90 rule makes a lot of sense - with the same raw resources (mostly lithium) you can make 1 BEV, 6 PHEVs, or 90 hybrids - and the impact of those 90 will be 37x the one BEC. The IEA has good models on the limitations of minerals - to get to fully decarbonized transportation, policymakers need to plan a trajectory 100% renewables that includes the most meaningful immediate steps, the grid deployment, mining production, and realistic timelines for crossover. Instead, we're planning for maybe 20% in consumer vehicles and effectively nothing in heavy vehicles right now - and the practicality of using our existing energy grids and distribution models is why hydrogen and hybrids will eventually dominate.

Policy factors indeed stand as significant barriers or catalysts in steering consumer behavior towards low-carbon mobility options. My view is that effective policy-making can substantially influence the adoption of sustainable transportation. Without supportive regulations, incentives, or the necessary infrastructure, individuals may find it challenging to switch to low-carbon options due to higher costs or logistical hurdles. For example, without tax breaks, subsidies for electric vehicles (EVs), or adequate charging infrastructure, the transition to electric mobility can seem daunting to many consumers.

One of the primary reasons consumers are hesitant to shift towards low-carbon mobility options is the belief that they are more expensive than traditional modes of transportation. While this perception might have been valid in the past, the landscape has significantly changed, making it imperative to reevaluate these assumptions.

One thing that could fit into many of these categories, but should exist on its own is financial factors. Often the upfront cost is the most important factor and up until recently, the true cost savings were far down the road. Being near cost comparative for low-carbon mobility is the key as the upfront costs are what matters most to both consumers and companies alike. No one likes to hear in 10 years you'll save money, they'll deal with that problem when it comes. Once things are nearly at parity the choice to go low carbon is easy.