Issues affecting the acceptance of hydrogen fuel

While the topic of hydrogen as an alternative vehicle fuel is gaining increasing attention internationally, one significant aspect of its introduction has been given less attention than others: the public acceptance of such a new technology and fuel. After reviewing the existing literature on acceptance, risk perception and customer satisfaction, this paper describes the development of a model that illustrates important aspects in influencing a personʹs attitude towards a new product. “Values”, “wants” and “perception” are the three components found to influence acceptance, they themselves are affected by “social background” and “experience”. Suggestions are then given on how to use marketing methods, education projects and product exposure in order to maximise the likelihood of a successful introduction of hydrogen as an alternative fuel.