Professor to study consumer hesitation around electric vehicles

There are many ways for people to limit climate change. One is by driving an electric vehicle (EV). Recently, there’s been increasing interest in EVs, but many consumers are still hesitant to buy one. 

To investigate consumer hesitation towards EVs, Professor Shantanu Dutta has received a Social Sciences and Humanities Research Council Partnership Engage Grant for a project titled “Green vehicles: Evolution of public perception on social media.”  In partnership with Honda Canada, Dutta will explore how public perceptions of electric vehicles have evolved and the reasons behind this consumer hesitation.  

Dutta says, “I am passionate about environmental sustainability, and emission control is a critical factor, which we can control to a larger extent.” 

Honda has been present in Canada since 1969, building many popular vehicles in Ontario and being a leader in green vehicle production. Partnering with Honda will enable the research to be based on real-world dynamics in the green vehicle sector. 

Aligning with consumer needs and enhancing sustainability

Dutta will use a non-traditional data collection method, analyzing discussions on the social media platform Reddit. The platform was chosen for its wide range of users, which offers a comprehensive view of consumer perceptions. 

The study could help the automotive industry to be more consumer-aligned and, as a result, more sustainable. Additionally, it could help stakeholders make informed decisions with regards to product development.