Impact of experience on government policy toward acceptance of hydrogen fuel cell vehicles in Korea

As the “low carbon, green growth” agenda, which emphasized sustainable development through equilibrium between economic growth and environmental preservation, is propagated rapidly in Korea. Despite this progress, it is not uncommon for new products made through advanced technologies, such as hydrogen fuel cell vehicles, to face public skepticism preventing market penetration. Therefore, the factors impacting customer acceptance of hydrogen fuel cell vehicles have to be estimated. Furthermore, it is necessary to examine whether or not the policies related to these products can prevent public skepticism regarding them.This empirical study examining the relationship between personal experiences related to the policy and acceptance of the innovative products of hydrogen fuel cell vehicles shows that government involvement in technology targeting and promotions administered by the “low carbon, green growth” agenda rarely stimulate potential customers’ purchase intentions. Thus, technology targeting administered by the “low carbon, green growth” agenda needs to be reconciled with customer responses to the future market.

► Experience of the “low carbon, green growth” policy affects perception of it.
► Positive perception on the policy seldom arouses positive perception on HFCV performance.
► Technology targeting by the policy rarely stimulates purchase intention of HFCV.
► Desire to be regarded as a person with environment concern impacts purchase intentions.
► Technology targeting by the policy needs to be reconciled with customer responses to it.