My research will aim to investigate the social and psychological barriers impacting consumers purchasing behaviour of Battery Electric Vehicles (BEV) in Wales. More specifically, exploring how these factors shape consumers acceptance of ‘Green Technology’ which not only impacts consumers understanding of BEVs but also their confidence that accepting these eco-friendly vehicles are ready to meet their expectations. Additionally this research explores how consumers moral values towards sustainable consumption impacts their buying behaviour of BEVs
A mixed methods approach to investigate this study will be adopted. This will see quantitative data collected through surveys of non-BEV users and qualitative data collected through focus groups of current BEV users and insight from the Welsh Government by means of interviews.
From undertaking this research it is hoped that firstly, the theoretical contribution of bridging the gap between technology acceptance and green innovations will support hesitate individuals and provide the confidence to accept BEVs as a sustainable solution to consumer transport. Furthermore this research will present key findings relating to barriers of BEV adoption to which industry stakeholders can utilise and implement in their marketing strategy aiding in a successful uptake of BEVs.