Consumer preferences for vehicle types informed by direct and indirect emission estimates

As financial incentives for EVs wane and price parity approaches, engaging mainstream adopters is critical to sustaining market growth. While early adopters are driven by environmentalism and proactive information-seeking, the broader market remains hesitant due to knowledge gaps regarding EV benefits. We evaluate how communication of state-specific emission estimates for five vehicle types (ICE, HEV, PHEV, BEV, and FCEV) influences vehicle perceptions, rankings, and fleet composition. Surveying 908 participants across four states (CA, FL, PA, TX), we find that, while emissions information shifts vehicle rankings, political identity and charging feasibility remain the primary determinants of top preferences. Furthermore, participants favor fleets with a diverse composition over a single technology. Our findings suggest that providing state-level emission estimates effectively reshapes consumer preferences and reduces the desired share of high-emission vehicles. This research provides a strategic framework for policymakers and manufacturers to sustain market momentum through transparency and targeted communication.