Abstract:

On the epic journey to mitigate the effects of climate change, the transition to electric cars stands at a pivotal crossroads. Like Odysseus, we need to navigate the perils ahead?can we overcome the challenges and steer towards a cleaner, healthier future? New insights from behavioural science can, like Athena?s wisdom, guide us our path. This paper delves into the intricacies of accelerating the adoption of electric vehicles among the early majority by addressing the psychological and emotional barriers consumers face. By leveraging qualitative and quantitative research, we aim to demonstrate how behavioural science can pave the way to a net-zero and sustainable future.

We have already seen the direct impact of this work in engaging with senior ministers and civil servants in the UK Government and changing the narrative on the transition to electric cars. This work has been influential in helping policymakers at The Department for Transport and the Office for Zero-Emissions Vehicles to recognise problems, such as misinformation and take action. Transport and Environment will continue to use this work to inform its own strategy and engage with the new UK Government.