Hybrid wood–polymer composites for EV interiors: A material–psychological framework to modulate consumer purchase intention

We propose a hybrid wood–polymer composite system for electric vehicle (EV) interiors, designed to address the dual challenges of material performance and consumer psychological adaptation. The composite integrates cellulose fibers with a polyurethane matrix, achieving a balance between durability, lightweight properties, and tactile appeal, while a nanocellulose coating enhances visual aesthetics without compromising natural grain visibility. The material system is coupled with a psychological framework that models hedonic-adaptation dynamics, where emotional responses to sustainability claims (“circular sustainability” vs. “natural warmth”) and cocreation opportunities are quantified over time. A longitudinal experimental design employs 3D-printed prototypes and multimodal sensing (eye-tracking, robotic tactile feedback) to iteratively refine both material properties and framing strategies. The integration of the composite with conventional EV systems demonstrates practical benefits, such as reduced thermal conductivity for energy-efficient cabin conditioning and seamless capacitive touch interfaces. The novelty of this work lies in its closed-loop optimization between material science and behavioral economics, enabling data-driven adjustments to both physical and perceptual attributes. Results from repeated exposure sessions reveal how framing effects and material interactions collectively modulate purchase intention, offering actionable insights for EV manufacturers aiming to accelerate consumer acceptance of sustainable interior solutions. This approach bridges the gap between technical material innovation and consumer psychology, providing a scalable framework for future EV-interior design.