Applying Behavioural Science to Canadians’ Zero Emission Vehicle Adoption

General Information

Project description

The Government of Canada has announced plans to achieve 60% of personal vehicle sales to be comprised of zero-emissions vehicles(ZEV) by 2030, and 100% by 2025. While ZEVs have growing momentum among Canadians, sales penetration remains low compared to stated targets. In partnership with Natural Resources Canada, the Impact and Innovation Unit (IIU) are conducting this research to better understand the drivers and barriers to ZEV adoption among Canadians, and empirically test a selection of known barriers to determine which most causally impact intent to purchase a zero-emission vehicle as one's next car.

Analysis Plan

Pre-analysis plan: Is there a pre-analysis plan associated with this registration?

Yes

Hypothesis

Test messages targeting cost, social norms, and range anxiety will increase intent to purchase a zero-emission vehicle more than the control (on environmental benefits).

How hypothesis will be tested

6 conditions in a between-subjects online study. Following general survey questions, participants are randomly assigned to view 1 of 6 conditions: control (environmental benefits), social norms, cost anchoring, framing convenience vs. gas cars, range anxiety, and lifestyle (info). Each condition contains a key message embedded in a graphic.

Dependent variables

After viewing messages, participants are asked if they would like to view further information about zero emission vehicles and locate a test drive near them, which acts as a behavioural proxy (yes or no). Other primary outcomes include ratinng (all in a 5-point Likert): considering a BEV as their next vehicle, considering a PHEV as their next vehicle, intent to purchase a BEV as their next vehicle, and intent to purchase a PHEV as their next vehicle.

Analyses

For the main outcomes, between subjects ANOVAs will look at the effects of Condition on intent to purchase and consideration of zero-emission vehicles and which Condition(s) were effective vs. control.

🇨🇦

Canada

Ottawa

Who is behind the project?

Institution: Privy Council Office

Team: Impact and Innovation Unit (IIU)

Project status:

Pre-registration

Methods

Methodology: Online Experiment, Survey

Could you self-grade the strength of the evidence generated by this study?: 1

Data collection: Have any data been collected for this project already?: Some or all of the data have been collected, but the research team has not had access

Start date: 10/12/2022

What is the project about?

Policy area(s): Environment, Climate Change, Sustainable Consumption

Topic(s): Consumption- Purchase behaviour

Behavioural tool(s): Framing, Providing clear information, Social norms, 一 Other

Date published:

2 December 2022