A new research article in the Transportation Research Record: Journal of the Transportation Research Board highlights work by RSG’s Justin Curtis, Mark Fowler, and Eric Kapner, in collaboration with Aniss Bahreinian from the California Energy Commission. The study draws on qualitative focus group data collected in 2016 and 2024 from both residential and commercial light-duty vehicle owners.
The research found that familiarity alone does not drive adoption of alternative fuel and autonomous vehicle technologies. Instead, adoption is more likely when consumers perceive these technologies as useful and easy to use, and when adequate infrastructure is in place to support them.
“Understanding how people actually perceive and engage with emerging vehicle technologies is essential,” said RSG’s Justin Curtis. “This research shows that successful adoption depends less on awareness and more on whether people see real value, ease of use, and have the infrastructure to support new technologies.”
This research advances the study of technology adoption and underscores the value of qualitative market research in understanding consumer behavior and informing future transportation policy.
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