Consumer preferences for hydrogen fuel cell vehicles in Japan

After the successful adoption and deployment of electric vehicles in Norway with the support of generous government-led incentives, several other countries began introducing policy incentives for environmental-friendly vehicles. In light of Japan's goal of becoming a hydrogen society, this paper examines the preferences of Japanese citizens for hydrogen fuel cell vehicles (HFCVs) through a stated preference discrete choice experiment involving carefully chosen vehicle attributes and incentives. To this end, it uses mixed logit model on the choice scenario data to elicit the behavioral responses. Governmental incentives such as free public parking and free public transport significantly impact the preferences for HFCVs. In terms of socio-demographic characteristics, education and apartment parking remarkably affect the adoption of HFCVs. Although the preference of Japanese consumers for HFCVs is significantly lower than that for conventional vehicles, a well-designed package of policy incentives involving free public parking and public transport can drive Japan's push for HFCVs in the long run.