Cost Sensitivity and Charging Choices of Plug-in Electric Vehicle Drivers – A Stated Preference Study

The federal government along with the state government of California are investing billions of dollars to build a network of chargers to ensure a convenient, reliable, and equitable charging experience for all users. While there is literature identifying the factors that drive demand for charging locations there are limited studies on pricing strategies, consumer price sensitivity, and consumer valuation of network access in case of non-home charging events. Moreover, these studies usually do not differentiate between charging events for regular day-to-day trips (routine charging) and occasional charging events or non-routine charging (required usually for long-distance trips). There is a lack of knowledge on what drives the choice of location during such occasional/non-routine charging events, expected to occur at public fast-charging locations that are being built under federal and state programs to encourage and allow BEV drivers to use their vehicles for long-distance trips. Using stated preference choice experiments, this study tries to fill the two gaps in the literature mentioned here: identify the drivers of choice of charging location during non-routine charging events and quantitative estimates of consumer preference for pricing strategies and other charging infrastructure attributes in case of routine nonhome charging events.

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