Is awareness of public charging associated with consumer interest in plug-in electric vehicles?

TLDR: In this paper, the authors assess the current levels of visibility for public PEV charging infrastructure within Canada and identify whether or not a statistically significant relationship exists between consumer awareness of public charging infrastructure and interest in purchasing a PEV.

Abstract: Policymakers often seek to increase the visibility of plug-in electric vehicle (PEV) chargers in public locations in effort to build familiarity and interest in PEVs. However, it is not clear if the visibility of public charging stations actually has an impact on PEV demand. The purposes of the present study are to (1) assess the current levels of visibility for public PEV charging infrastructure within Canada and (2) identify whether or not a statistically significant relationship exists between consumer awareness of public charging infrastructure and interest in purchasing a PEV. We use data collected from a sample of 1739 Canadian new-vehicle buyers in 2013. About 18% of Canadian respondents have seen at least one public charger, while the proportion is highest in British Columbia (31%). We find a significant bivariate relationship between public charger awareness and PEV interest. However, when controlling for multiple explanatory variables in regression analyses, the relationship is weak or non-existent. While perceived existence of at least one charger exhibits no significant relationship with PEV interest, perceived existence of multiple chargers can have a weak but significant relationship. Thus, public charger awareness is not a strong predictor of PEV interest; other variables are more important, such as the availability of level 1 (110/120-volt) charging at home.