What fuels the adoption of alternative fuels? Examining preferences of German car drivers for fuel innovations

In the search for sustainable transport solutions, fuel production from renewable resources has received significant attention. Some proposed synthetic fuels have favorable combustion properties compared to existing fuels, e.g., significant reductions in pollutant formation. However, penetration of such fuels requires a favorable social acceptance, as demonstrated by the consumer boycott of the ethanol-blend fuel with 10% ethanol and 90% gasoline (E10) in Germany. Therefore, the consumer perspective and their preferences regarding alternative fuels should be considered in the fuel design. We use conjoint methodology to analyze the preferences of German car drivers for alternative fuels. This aims at understanding which criteria determine consumer preferences and usage decisions. Among the five considered fuel attributes (fuel availability, driving range, pollutant emissions, fuel costs, and usage requirements to enable the use of alternative fuels), fuel costs had the highest decision impact for alternative fuel preferences, followed by fuel availability and usage requirements. Pollutant emissions had the lowest impact on alternative fuel choices. A market simulation of conventional diesel and alternative fuels (dimethyl ether (DME) and a blend of diesel with oxymethylene dimethyl ethers (OME)) revealed that currently a large majority of car drivers would prefer conventional fossil fuel options, indicating a currently low consumer demand for alternative fuels. Thus, the findings demonstrate the importance of integrating social acceptance as an objective function in the design of novel fuels and production processes.