Exploring user willingness to adopt vehicle-to-grid (V2G): A statistical analysis of stated intentions

The vehicle-to-grid (V2G) innovation—which enables electric vehicles to return stored electricity to the grid—holds significant potential to support renewable energy integration and electric vehicle adoption. Despite growing interest in V2G, there is still limited understanding of user preferences and the factors influencing decision-making. To explore this, we conducted a stated intention study with 1018 participants, examining their likelihood of participating, and their primary drivers and barriers. Our analysis—using a random parameters order probit model and mixed logit models—revealed that most respondents were likely to participate (42%) or remained neutral (32%). Financial incentives were the primary driver (49%), followed by electricity grid-stability (26%) and environmental (25%) factors. The main barrier for most was loss of flexibility (55%), followed by battery degradation (27%) and data concerns (18%). The study highlights how user characteristics—including socio-demographic, household, car use, and attitude factors—influence these preferences. Finally, we provide policy recommendations, including targeted education and communication, income-based incentives, accessible charging infrastructure, and a regulatory framework supportive to technology development and user protections. • Estimated random parameters logit models to analyze V2G adoption and preferences. • Majority of respondents expressed a favorable stance towards V2G participation. • Financial considerations emerged as the primary driver for V2G adoption for most. • Flexibility loss was identified as the main barrier to V2G participation for most. • Revealed how numerous user characteristics influence V2G adoption and perception.