Increasing Public Acceptance of Fuel Cell Vehicles in Germany: A Perspective on Pioneer Users

Fuel cell vehicles (FCVs) represent an intriguing alternative to battery electric vehicles (BEVs). While the acceptance of BEVs has been widely discussed, acceptance-based recommendations for promoting adoption of FCVs remain ambiguous. This paper aims to improve our understanding by reporting results from a pioneer study based on the standardized Unified Theory of Acceptance and Use of Technology 2 (UTAUT2). The sample consists of n1 = 258 registered customers of H2mobility in Germany. For effect control, another n2 = 294 participant sample was drawn from the baseline population. Data were analyzed using SmartPLS 4 and importance-performance mapping (IPMA). Results demonstrate that FCV acceptance primarily relies on Perceived Usefulness, Perceived Conditions, and Normative Influence, while, surprisingly, hypotheses involving Perceived Risk and Green Attitude are rejected. Finally, a discussion reveals ways to increase the level of public acceptance. Three practical strategies emerge. For future acceptance analyses, the authors suggest incorporating the young concept of ‘societal readiness’.