Behavioral Interventions and Individual Factors Influencing Electric Vehicle Drivers' Willingness to Charge Grid-Friendly

Abstract

The uptake of electric vehicles (EVs) poses new challenges to the electricity grid, as charging during peak demand hours leads to grid congestion, higher costs, and greater reliance on nonrenewable energy sources. Grid-friendly EV charging strategies that encourage off-peak or renewable-abundant charging are essential for a sustainable transition. This study assesses nudging interventions – social framing with/without transparency of own action and with gamification – on EV owners' willingness to charge during grid-friendly times. The online experiment conducted with 1,178 EV drivers in Norway shows that social framing, regardless of transparency, significantly increases the likelihood of grid-friendly charging than with gamification. Individual characteristics such as female gender, flexibility in daily routine, and stronger moral values also play a decisive role towards grid-friendly charging. These findings provide insights into promoting sustainable charging behavior through non-monetary incentives, contributing to grid stability, renewable energy integration, and a successful transition to sustainable electric mobility.