Consumer Preferences for Electric Vehicles: The Roles of Political Identity and Price

Last registered on July 01, 2024
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Pre-Trial

Trial Information

General Information

Title
Consumer Preferences for Electric Vehicles: The Roles of Political Identity and Price
RCT ID
AEARCTR-0013906
Initial registration date
June 27, 2024

Initial registration date is when the trial was registered.

It corresponds to when the registration was submitted to the Registry to be reviewed for publication.

First published
July 01, 2024, 12:19 PM EDT

First published corresponds to when the trial was first made public on the Registry after being reviewed.

Locations

Country
United States of America
Region

Primary Investigator

Name
Lachlan Watkins
Affiliation
Vanderbilt University
Contact Primary Investigator

Other Primary Investigator(s)

Additional Trial Information

Status
Completed
Start date
2024-01-10
End date
2024-01-16
Keywords
Behavior, Environment & Energy
Additional Keywords
JEL code(s)
Secondary IDs
Prior work
This trial does not extend or rely on any prior RCTs.
Abstract
The adoption of electric vehicles (EVs) in the United States is a pivotal strategy for reducing greenhouse gas
emissions and mitigating the environmental impact of the transportation sector. To promote this shift, it is essential
to comprehend the intricate interplay between consumer preferences and political identity, as these factors
significantly influence choices regarding sustainable mobility options. This study aims to unravel the complex relationship between political identity, environmental attitudes, and the intent to purchase electric and gasoline vehicles. Grounded in moral foundation theory, the research investigates the impact of "identity" messages on participants' willingness to choose EVs over traditional gasoline-powered
vehicles. By framing the purchase decision within the context of political identity, this research explores how political beliefs intersect with consumption behaviors related to environmental sustainability. The study employs a controlled experimental design, offering participants hypothetical vehicle choices with randomized attributes. "Identity" treatments, reflecting both liberal and conservative adoption patterns of EVs, are introduced to investigate potential shifts in preferences based on triggering political identity. The research explores how price, operating costs, and range attributes, in conjunction with identity treatments, impact individuals' choices and examines whether these treatment effects vary across different segments of the population.
External Link(s)

Registration Citation

Citation
Watkins, Lachlan. 2024. "Consumer Preferences for Electric Vehicles: The Roles of Political Identity and Price." AEA RCT Registry. July 01. https://doi.org/10.1257/rct.13906-1.0
Sponsors & Partners
Experimental Details

Interventions

Intervention(s)

Intervention (Hidden)
Intervention Start Date
2024-01-10
Intervention End Date
2024-01-16

Primary Outcomes

Primary Outcomes (end points)
The selected vehicle choice between the electric and gasoline model.
Primary Outcomes (explanation)

Secondary Outcomes

Secondary Outcomes (end points)
Secondary Outcomes (explanation)

Experimental Design

Experimental Design
Participants will be assigned to one of three groups: Control Group, Treatment 1, or Treatment 2, and random attributes (sale price, fuel + maintenance cost over 5 years, driving range) for electric and internal combustion engine vehicles will be presented based on random draws from multivariate normal distributions.

Here are the current experimental conditions for the vehicle choice question:
1. Control Group: "Imagine this scenario: You're shopping for a new everyday vehicle and have decided which make and model you would like to purchase. Before completing the purchase, the salesperson presents the two following options for your choice, one with a gasoline engine and another with an electric engine. Please note the different attributes that are available for each option: sale price, fuel costs over 5 years, and the range in miles for a full charge or full tank of gasoline. Now, choose your final vehicle from the options below."
2. Treatment 1: "Imagine this scenario: You're shopping for a new everyday vehicle and have decided which make and model you would like to purchase. Before completing the purchase, the salesperson presents the two following options for your choice, one with a gasoline engine and another with an electric engine. Please note the different attributes that are available for each option: sale price, fuel costs over 5 years, and the range in miles for a full charge or full tank of gasoline. Now, choose your final vehicle from the options below. Keep in mind that electric vehicles are often chosen by people with liberal views."
3. Treatment 2: "Imagine this scenario: You're shopping for a new everyday vehicle and have decided which make and model you would like to purchase. Before completing the purchase, the salesperson presents the two following options for your choice, one with a gasoline engine and another with an electric engine. Please note the different attributes that are available for each option: sale price, fuel costs over 5 years, and the range in miles for a full charge or full tank of gasoline. Now, choose your final vehicle from the options below. Keep in mind that lately, electric vehicles have been chosen by people with conservative views.
Experimental Design Details
Randomization Method
Randomization done by a computer
Randomization Unit
Individual
Was the treatment clustered?
No

Experiment Characteristics

Sample size: planned number of clusters
2500 individuals
Sample size: planned number of observations
2500 individuals
Sample size (or number of clusters) by treatment arms
857 individuals in control, 867 individuals in treatment 1, 789 individuals in treatment 2
Minimum detectable effect size for main outcomes (accounting for sample design and clustering)
Supporting Documents and Materials
IRB

Institutional Review Boards (IRBs)

IRB Name
Vanderbilt University Institutional Review Board
IRB Approval Date
2023-12-04
IRB Approval Number
231910
Analysis Plan

Post-Trial

Post Trial Information

Study Withdrawal

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Intervention

Is the intervention completed?
No
Data Collection Complete
Yes
Data Collection Completion Date
Final Sample Size: Number of Clusters (Unit of Randomization)
Was attrition correlated with treatment status?
Final Sample Size: Total Number of Observations
Final Sample Size (or Number of Clusters) by Treatment Arms
Data Publication

Data Publication

Is public data available?
No

Program Files

Program Files
Reports, Papers & Other Materials

Relevant Paper(s)

Reports & Other Materials