Willing to Wait? Acceptance for Load Management at e-Vehicle Charging Stations in Germany

With the aim to elucidate consumer preferences for dynamic charging tariffs amidst the increasing adoption of battery electric vehicles (BEVs), this study reveals the preferences of 2541 German individuals, including 1071 BEV owners, through a choice-based conjoint analysis. It shows how consumer behavior shifts in response to different charging scenarios and tariff frameworks. Using a choice-based methodology, the conjoint analysis examines three primary attributes: charging price, required charging time, and additional waiting time due to demand-side management by distribution network operators. This comprehensive methodology provides a nuanced understanding of consumer preferences in four key charging scenarios: at home, at work, at shopping centers, and at highway rest stops. These scenarios cover a wide range of daily activities and locations, providing a comprehensive view of BEV charging behavior. A key finding of the research is the pronounced influence of charging prices on consumer utility, underscoring the heightened sensitivity of individuals to cost-related aspects of charging. Required charging time was found to have a less negative impact on consumer utility than the additional waiting time caused by demand-side management. This hierarchy of preferences is essential for designing effective dynamic charging tariffs. In addition, the study provides a clear willingness-to-pay metric, showing that drivers are willing to pay an average of 1.7 €-ct/kWh for a 10-min reduction in charging time. On average, they are willing to pay 2.4 €-ct/kWh more to reduce the additional waiting time by the same amount across all charging scenarios studied. These figures underscore the importance of time efficiency and convenience for drivers during the charging process. In summary, the paper sheds light on consumer preferences for dynamic charging tariffs for BEVs and underscores the importance of pricing strategies, charging efficiency, and minimizing waiting times to increase the adoption of BEVs and the satisfaction of BEV drivers. The new insights gained from this study can guide policy makers, distribution network operators, and service providers in developing consumer-centric charging solutions that respond to the evolving dynamics of the electric vehicle market.