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World Electric Vehicle Journal is published by MDPI from Volume 9 issue 1 (2018). Articles in this Issue were published by The World Electric Vehicle Association (WEVA) and its member the European Association for e-Mobility (AVERE), the Electric Drive Transportation Association (EDTA), and the Electric Vehicle Association of Asia Pacific (EVAAP). They are hosted by MDPI on as a courtesy and upon agreement with AVERE.
Open AccessArticle

Symbolism and the Adoption of Fuel-Cell Vehicles

University of California, Davis – Institute of Transportation Studies, One Shields Avenue, Davis, California 95616, USA
Author to whom correspondence should be addressed.
World Electr. Veh. J. 2007, 1(1), 24-31;
Published: 28 March 2008
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Since car buyers have limited practical experience with FCVs, direct study of FCV adoption is not feasible. However, consumer behavior toward other types of advanced-technology vehicles may offer clues about how the market for FCVs will develop. Research of hybrid-electric vehicles (HEVs) indicates that consumers adopt these vehicles partly because of the vehicles' symbolism. Any vehicle can serve as a symbol; it can represent larger ideas, meanings that frequently relate to the identity of the vehicle’s owner. This qualitative research study examines early buyers of HEVs to understand the symbolic meanings they perceived in their vehicles and the role symbolism played in their vehicle purchases. Findings from these buyers are then prospectively applied to the future market for FCVs. The study includes four specific recommendations to increase the possibility that FCV buyers can access and communicate relevant symbolic meanings with their vehicles.
Keywords: Marketing; Market Analysis; Fuel Cell Vehicles; Hybrid Electric Vehicles Marketing; Market Analysis; Fuel Cell Vehicles; Hybrid Electric Vehicles
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).

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Heffner, R.R.; Kurani, K.S.; S.Turrentine, T. Symbolism and the Adoption of Fuel-Cell Vehicles. World Electr. Veh. J. 2007, 1, 24-31.

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