The challenging transition to electric mobility. Consumer perceptions and preferences in selected Western Balkans countries

Deemed instrumental in reducing GHG emissions in the upcoming decades, the transition towards electric mobility constitutes a well-articulated objective in multiple governance levels. The ability to reach the established goals for transport decarbonisation and climate change mitigation is broadly determined by consumer behaviour; therefore, understanding consumer preferences is fundamental. This study aims to explore consumer awareness, perceptions, preferences and public support for electric mobility in Albania, Montenegro, Kosovo, Bosnia and Herzegovina. Information on the consumer’s readiness to use electric vehicles, the eventual knowledge gap on the topic, the potential role of the government and the perceived barriers and concerns are gathered by making use of exploratory sequential mixed-method research, which combines insights from interviews with the primary data of a questionnaire-based survey conducted using the snowball non-probabilistic sampling technique. Electric mobility is emerging in the selected countries, and multiple uncertainties act as barriers to EV penetration. Findings suggest low awareness and knowledge of electric mobility and electric vehicles. Nevertheless, there is a positive attitude towards electric mobility, while costs, limited infrastructure, and frail confidence are restraints to their actual behaviour (switching to electric mobility, including EVs, e-bikes, and other alternatives). Public authorities can build confidence around e-mobility through incentivisation schemes,investments in public, accessible, affordable charging infrastructure, and adjustments in the regulatory framework.