Peer Pressure Proves Critical to Driving EV Sales in Australia

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Apparently, social acceptance wields quite the amount of power when it comes to purchasing an electric vehicle (EV). In fact, according to a new survey from Deakin University in Australia, peer pressure plays as pivotal a role as price or charging range when it comes to buying an EV in the Land Down Under, as detailed in a report by The Driven.

  • Dr. James Davidson, who conducted the Deakin University study, was inspired by a desire to see what can be done to make EVs more appealing in Australia.
  • The Deakin University study found that family and friends can have a major impact on how electric vehicles are perceived.
  • Research for the study was drawn from surveys conducted with 500 car owners in Australia.

The study, conducted by Dr. James Davidson at Deakin University, found that while factors like driving range, price and performance clearly play an important role in the success of electric vehicles, peer group pressure can impact EV sales as well.

The Tesla Model 3, one of the most popular EVs in Australia, makes up less than one percent of the country’s national vehicle market. (Photo: Tesla)

Davidson’s research, part of his PhD thesis, was focused on exploring what can be done to improve the appeal of electric vehicles in the Land Down Under.

The study, drawn from a survey of 500 drivers in Australia, found that prevailing attitudes and social norms among one’s peer group can prove pivotal in the wider adoption of EVs. Davidson’s research specifically talks about the impact that family and friends can have on the buying process, when it comes to electric vehicles.

Davidson also focuses on variables that he thinks could help improve the social acceptance of electric vehicles in Australia, citing factors such as regulations and incentives.


In highlighting some of the psychological factors that affect the appeal of electric vehicles in Australia, the Deakin University study raises some interesting points that can be used to help generate more interest in EVs. By the same token, the study also highlights why a wider adoption of electric vehicles might be more challenging in some markets, where other social factors come into play.

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