Title: Determinants of electric vehicle adoption in a highly motorised country: an empirical study

Authors: Mitsunori Hirogaki

Addresses: Department of Business and Technology Management, Graduate School of Economics, Kyushu University, E-E-632, 744 Motooka, Nishi-ku, Fukuoka City, Fukuoka, 819-0395, Japan

Abstract: This study investigates Japanese consumer preferences for electric vehicles (EVs) and identifies the key psychological and functional factors shaping EV adoption. Although Japan's green growth strategy promotes full electrification of new passenger vehicle sales by 2035, the country's EV adoption rate remains significantly behind that of other advanced economies. To address this gap, a nationwide conjoint analysis survey was conducted to evaluate how consumers prioritise attributes such as vehicle brand origin, powertrain type, cruising range, and price. The findings reveal that brand origin is the most influential factor, with strong preferences for domestic brands and plug-in hybrid vehicles. Price plays a lesser role, suggesting that consumers are more focused on perceived value and familiarity. These insights highlight the cultural and market-specific dynamics of Japanese consumer behaviour and guide policies and marketing strategies to accelerate EV adoption.

Keywords: sustainable automotive market; electric vehicles; green growth strategy; consumer preferences; Japan.

DOI: 10.1504/PIE.2025.151229

Progress in Industrial Ecology, An International Journal, 2025 Vol.18 No.2/3, pp.173 - 192

Received: 14 Feb 2025
Accepted: 16 May 2025
Published online: 19 Jan 2026 *

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