Abstract Ambitious zero-emission vehicle (ZEV) adoption goals have been proposed to decarbonize the transportation sector, while the current market share pales in comparison. Although the distinct socio-economic characteristics of ZEV early adopters relative to mainstream car buyers are well understood, the two groups' preferences for ZEV attributes are not clear. This knowledge gap hinders the development of effective policies to achieve mass ZEV penetration goals. This paper examines consumers’ preferences and willingness to pay for ZEV attributes based on 755 early adopters and 3493 mainstream consumers from the 2019 California vehicle survey data. Results show that early adopters are more sensitive to battery range, acceleration performance, home charging availability, and high occupancy vehicle lane access, while mainstream consumers attach greater importance to cost attributes (e.g., fuel and maintenance costs) and charging time. Moreover, the effects of monetary incentives are found to be significant for both groups, whereas neither early adopters nor mainstream consumers value the availability of public charging stations. The findings of this study inform targeted ZEV policymaking and marketing strategies in different adoption stages.

Highlights • ZEV preferences are compared between early adopters and mainstream consumers. • Early adopters are more sensitive to battery range and acceleration performance. • Mainstream consumers attach greater importance to cost attributes and charging time. • Home charging availability significantly affects BEV utility for early adopters. • Public charging infrastructure availability plays a limited role for both groups.