Tuesday, April 1, 2008 - 11:05 AM

Consumer Preferences for Refueling Availability: Results of a Household Survey

Marc W. Melaina1, Robert Baumgartner2, and Eric Rambo2. (1) National Renewable Energy Laboratory, (2) PA Consulting Group

The market acceptance of hydrogen vehicles is contingent upon the availability of convenient refueling. A survey has been conducted with the goal of improving our understanding of the value placed on convenient refueling availability by consumers. The online survey was conducted with a representative sample of households that had recently purchased a new vehicle, collecting information on consumer perspectives on alternative fuel vehicles (AFVs) and the value of refueling availability at the local, regional and national level. Results from the survey have been used to calibrate parameters in a multinomial discrete choice model of consumer behavior. The survey incorporated a choice experiment, where respondents were asked to make a series of choices based on the vehicle range, vehicle purchase price and monthly fuel cost of two hypothetical vehicles, one being identical to their most recently purchased vehicle, and one being a similar vehicle that is powered by an alternative fuel and emits no smog forming pollutants, requires no oil imports, and emits 30-70 percent fewer greenhouse gas emissions than a conventional vehicle. In addition, each vehicle choice was accompanied by local, regional and national maps indicating the location and/or prevalence of stations where the AFV could be refueled. The maps are representations of the respective cities and regions in which the survey was conducted: Los Angeles, CA, Houston, TX, and New York, NY. This detailed and visual representation of station coverage has allowed for an improved quantitative estimation of the stated preference value of convenient refueling availability. This paper reviews the major results of the survey and discusses their significance for the dynamic relationship between the near-term market acceptance of hydrogen vehicles and the expansion of retail hydrogen refueling station networks.