Identifying factors influencing the slow market diffusion of electric vehicles in Korea

Electric vehicles (EVs) are considered as a driving force behind the automotive industry’s transformation based on eco-friendliness and high energy efficiency. Unlike expectations, the diffusion of EVs is proceeding at a slow pace in Korea. This study therefore aims to identify the factors influencing the slow market diffusion of EVs from a socio-technical perspective, by comparing the perceptions of the experts and the individuals. We constructed 15 factors in the five dimensions including costs, automobile characteristics, charging conditions, policy instruments, and perceptions for the analytic hierarchy process analysis. Surveys were performed with 58 EV experts and 87 individuals with driver’s licenses in Korea. The results identified and prioritized charging concerns as the highest barrier in both groups, and burden of costs as another critical barrier in the individual group. All factors in charging concerns, burden of initial costs, insufficient performance, and insufficient financial incentives were identified as major influential factors in both groups. While, lack of non-financial supports (for experts), and burden of battery costs and lack of social empathy (for individuals) were ranked as other upper factors. Statistical analysis of the analysis of variance results revealed that the burden of costs was more of a hurdle to the individuals than to the experts. These results suggest implications for policy-making and practice in promoting a widespread EV market.