Assessing drivers’ preferences for hybrid vehicles via discrete choice experiments

Despite the fact that the European Union is implementing several policies and incentives aiming to promete the use of alternative fuel vehicles (AFVs), their market share still remains very small. Thus, it would be very interesting to analyze why drivers are not tempted by AFVs in order to improve the existing AFV programs and initiatives. The objective of this dissertation is to analyze the relevant factors that drive people's vehicles choice decisions, especially those that are key to prefer hybrid electric vehicles (HEVs) over conventional vehicles. A special interest is given to the effects of incentives, tastes variations at severa! levels, reference point and vehicle size on vehicle choice decisions. To achieve theses purposes an online discrete choice experiment (DCE) is administered to 1,016 Spanish drivers. A total of four different Chapters are presented to improve the understanding of 1) drivers' preferences and willingness-to-pay (WTP) for HEVs; 2) variations in tastes for vehicle attributes and alternatives among four distinct driver groups; 3) variations in driver tastes for vehicle type and attributes according to vehicle size; 4) and the effect of the reference point (or context of choice) on vehicle choice decisions and the consequences of ignoring such reference point in the context of DCEs. The present dissertation Jed to important and innovative conclusions and sorne future research ideas that are presented in the concluding section.