Consumer acceptance under hydrogen energy promotion policy: Evidence from Yangtze River Delta

Hydrogen fuel cell vehicle (HFCV) as an emerging industry with great potential have received great attention in the Yangtze River Delta, China. Under government's promotion of hydrogen energy, whether HFCV can be accepted by consumers is an important topic for future policymaking. Therefore, this study takes consumers' willingness to consume HFCV as the dependent variable and collects questionnaires from 21 cities in the Yangtze River Delta from 2020 to 2021. Based on Ordinary Least Squares (OLS) and Logit Regression, the evaluation was conducted from four perspectives: personal and family situation, environmental awareness, energy attitude and local product confidence. The results show that gender, age and income differences are not necessarily determinants of HFCV purchase, but educational level is a significant factor. Consistent with social-psychological studies, personal awareness of environmental protection and energy attitudes are the key factors that are significant affect HFCV purchase. Lastly, it is found that in the Yangtze River Delta, consumers' confidence in Chinese local hydrogen products is also a significant factor. This paper confirms that HFCV consumers have commonalities with other new energy consumers. However, due to the expectation of greater local production and development, enhancing the social recognition and confidence of local hydrogen technology may be one of the promotion approaches neglected.