No abstract

In a bid to reduce greenhouse gas emissions, several countries worldwide are implementing policies to promote electric vehicles (EVs). However, contrary to expectations, the diffusion speed of EVs has been rather slow in South Korea. This study analyzes consumer preferences for the technological and environmental attributes of EVs and derives policy and environmental implications to promote market diffusion of EVs in South Korea. We conduct a choice‐based conjoint survey of 1,008 consumers in South Korea and estimate the consumer utility function using a mixed logit model considering consumer heterogeneity. Based on the consumer utility function, we analyze consumers' willingness‐to‐pay (WTP) for EV attributes such as driving range, charging method, charging time, autonomous driving function, carbon dioxide (CO2) reduction rate, and purchase price. The results indicate that the current low acceptance of EVs is due to their relatively high price and lack of a battery charging technology that satisfies consumers' expectations of the charging method and time. One interesting finding is that Korean consumers have a relatively higher WTP for the CO2 reduction rate of EVs than consumers in other countries; however, they do not consider CO2 reduction over other technological attributes when choosing EVs. This implies that the rate of CO2 reduction of EVs is not an important factor for South Korean consumers when buying EVs. We also calculate the effect of CO2 reduction with the market penetration of EVs and find that CO2 reduction through the diffusion of EVs depends on the country's electricity generation mix.

No abstract

No abstract

Global trends and prospects of environmentally friendly transportation have helped to popularize electric vehicles (EVs). With the spread of EVs, vehicle-to-grid (V2G) technology is gaining importance for its role in connecting the electricity stored in the battery of EVs to a grid-like energy storage system (ESS). Electricity generation mix and battery for V2G energy storage have a decisive effect on the stabilization of a V2G system, but no attempt has been made. Therefore, this study analyzes consumer preference considering the electricity generation mix and battery for the V2G. We conduct a conjoint survey of a 1000 South Koreans and employ the multiple discrete-continuous extreme value model. The results show that drivers prefer plug-in hybrid- and battery EVs to other vehicles. Additionally, findings show that driver’s utility changes at 27.9% of the battery allowance for V2G system and it becomes positive after 55.7%. Furthermore, we conduct a scenario analysis considering the electricity generation mix (more traditional vs. renewable) and battery allowance. Based on this analysis, we suggest some policies and corporate strategies to support the success of the V2G market depending on energy policies and battery allowance level.