Navigating the electric shift: the interplay of consumer preferences and infrastructure in EV uptake

Purpose The primary objective of this paper is to analyze the key factors influencing electric vehicle (EV) purchase decisions in Seoul, South Korea, by utilizing the unique purchase data from the Seoul Metropolitan Transportation Authority. While previous studies have highlighted the effects of EV characteristics on consumer purchases, we extend this research by investigating the impact of region-specific characteristics. This comprehensive approach aims to deepen the understanding of how both vehicle-specific and broader systemic factors shape consumer behavior regarding EV purchases. Design/methodology/approach We developed empirical models integrating consumer-centric factors (e.g. price, mileage, purchaser’s age and subsidy) and region-specific factors (e.g. population, state age, birth rate, GRDP, health index, property prices and charging infrastructure). This comprehensive framework enables a better understanding of how diverse factors influence EV sales in one of the most populated metropolitan areas, Seoul. To further assess the robustness of consumer-centric factors, we conducted a sensitivity analysis using quartile portfolio analysis, examining how key region-specific factors modify their statistical significance. Findings The study reveals that, in addition to consumer-centric factors such as price, driving range and subsidies, regional characteristics significantly moderate their effects on EV sales. Key findings indicate that local infrastructure, particularly the availability of charging stations, is a critical driver of EV adoption. Furthermore, psychological factors, including stress levels, were found to shape purchasing decisions, underscoring the interplay between practical and behavioral influences in the EV market. Originality/value This research makes a significant contribution to the EV literature by utilizing unique, previously untapped individual-level EV purchase data from an emerging market context. By incorporating this real-world data, the study addresses a critical gap in understanding EV adoption dynamics, particularly in relation to regional characteristics. The findings provide actionable insights for policymakers, enabling the development of tailored strategies that align with local needs to accelerate EV adoption and infrastructure development.