Behavioral insights into vehicle-to-grid (V2G) adoption: Beyond economic perspectives
Chengquan Zhang, Hiroshi Kitamura, Mika Goto
Abstract
Vehicle-to-Grid (V2G) technology offers a promising solution for balancing electricity demand and integrating renewable energy through electric vehicles. Although its technical feasibility has been widely examined, the behavioral aspects of V2G adoption remain insufficiently understood, particularly from a global perspective. This study reviews 37 international V2G user surveys and identifies five major gaps: limited regional coverage, small numbers of experienced users, shallow survey depth, methodological inconsistencies, and generally small sample sizes. To address these issues, we propose a two-stage framework that distinguishes psychological acceptance from actual participation. Building on this framework, a nationwide web-based survey (n = 2472) was conducted. Statistical and regression analyses were used to examine how demographic characteristics, technological experience, awareness, and perceptions influence users’ willingness to participate in V2G without financial incentives. The results show that the role of financial compensation is highly complex: while many users initially express willingness when compensation is offered, their intentions may change as they gain deeper understanding or practical experience. Regional variations in acceptance are driven primarily by micro-level individual factors, including gender, age, perceived risks, and personal experience. These findings highlight the need to account for substantial individual heterogeneity and to recognize the dynamic relationship between acceptance and participation behaviors when predicting V2G adoption. Based on these insights, we offer several policy recommendations.