The Psychology of Resistance: Why Consumers Hesitate Despite Wanting Greener Vehicles
It’s amazing to think that despite their ability to reduce carbon footprints and significantly reduce fuel expenditure, electric cars are still in the minority in the US. The sector is enjoying continuous growth, though, with nearly one in five cars sold across the globe being electric. Without a doubt, many of the reasons why drivers continue to purchase fuel-based vehicles are psychological in nature.
The Prevalence of the Scarcity Mindset
One of the biggest barriers to purchasing an EV is a scarcity mindset, which is characterized by a pervasive belief that resources, including financial, emotional, or social resources, are limited. People with this mindset are fearful of using the resources they have. They are reluctant to take the reasonable risks they need to, so they can prosper. Having a scarcity mindset may lead purchasers to look to short-term gains (for instance, a consumer may buy a cheaper car) instead of looking at the long-term savings they can make and the welfare of the planet by opting for an EV.
By adopting an abundance mindset, they can compare EVs and fuel-running vehicles, analyzing factors such as the total cost of ownership, energy efficiency, and maintenance costs. EVs win in all these counts, but without an abundance mindset, this can be difficult to understand.
Brand Identification
Another important factor that can keep consumers tethered to gasoline fuel-based cars is brand loyalty. For instance, a Beehive White Paper has shown that around 34% of people who have owned a vehicle for at least 12 years would purchase their next vehicle from the same brand family. So would 57% of those who have owned their car for up to 12 months.
While the paper concludes that brand loyalty is close to its end, owing to the fact that the vast majority of buyers are researching vehicles online, the percentage of people who stick to what they know is still considerable. This is because the marketing teams behind big brands have worked hard to evoke emotional connections with purchasers. Great branding can build trust, making customers more likely to stick to what they know. When effective branding is married to positive experiences (such as excellent service when cars require maintenance), it is logical that consumers could have fears about possibly losing these positive experiences by switching brands.
Insecurities Regarding the Unknown
Many buyers whose curiosity is piqued by EVs may hold back from conducting more research because they fear that an EV will not be as reliable as a traditional car. Research shows, for instance, that around half of consumers are worried about the travel distance limitations of EVs. This is also known as “range anxiety.” Some 53%, meanwhile, are worried about long charging times. In fact, finding a dependable EV is very much like looking for a trustworthy fuel-run vehicle.
Factors such as charging times, location of charging stations along specific routes, and actual distances covered are all more than covered on brand websites and independent online forums. It is difficult these days to not find myriad opinions about all sorts of purchases, including big ones like vehicles. Closely tied to fear of the unknown is a lack of knowledge on how to plan journeys while driving with an EV.
Confirmation Bias
Most people have biases or filters through which they look at the world. These biases are known in psychology as “cognitive distortions.” Common distortions people entertain include “all-or-nothing” thinking and confirmation bias (the tendency to only look for evidence that backs what one already thinks, instead of obtaining objective evidence or listening to “the other side of the story”). As such, those who already prefer gas-powered cars may shun EVs, only paying attention to negative reviews. They may refuse to entertain research that indicates that newer EVs charge quickly, are reliable, and can be used for everything from a daily trip to the office to a long-distance drive.
Cost isn’t the only consideration that may stop a consumer from buying their first EV. There are many psychological factors that can stop them from making a choice that may benefit their pocket and the environment in the long term. Those seeking to buy a new vehicle can benefit from doing research, having an open mind, and talking to current EV owners about their experiences with practices like charging their cars and driving long routes.
