Market Studies



Consumers' willingness to pay for alternative fuel vehicles: A comparative analysis between the US and Japan

This paper conducts conjoint analysis using a mixed logit model to estimate consumers' willingness to pay (WTP) for electric vehicles (EV) and plug-in hybrid electric vehicles (PHEV) on the basis of an online survey carried out in the US and Japan in 2012. We also carry out a comparative analysis across four US states. We find that on average the US consumers are more sensitive about fuel cost reduction and fuel station availability, whereas Japanese consumers are more sensitive about driving range and emissions reduction.

Jan 25, 2013
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