Investigating how the public acceptance of autonomous vehicles evolve with the changes in the level of knowledge: A demographic analysis

Abstract

Autonomous vehicles (AVs) are expected to provide various advantages such as improved mobility, increased comfort, and reduced traffic accidents. However, the deployment of AVs is contingent upon the public’s attitude, which in turn may affect their consequences. The relationship between public knowledge about AVs and attitude has been debated. While some studies indicate a positive correlation between knowledge and optimism, others suggest a negative association. The present study aims to evaluate the association between public knowledge, attitude, and AVs in the US. A questionnaire survey was conducted between June and November 2022, yielding 5778 complete responses from various regions of the US. Data were analyzed to estimate the public attitude and level of knowledge by region. Findings revealed a negative shift in public attitude towards AVs with increased knowledge. Specifically, a 1% increase in knowledge was associated with a 0.65% reduction in interest, a 0.68% decrease in trust, and a decline of $2466 USD in willingness to pay for AVs, as well as a 0.56% increase in concerns about traveling in AVs. In addition, further analysis was conducted to understand how the public attitude of different demographic groups evolves with the level of knowledge. Furthermore, the results of this study were discussed in light of the introduction of the automobiles showing a lot of similarities in the public attitude towards the introduction of both the automobiles (more than 100 years ago) and AVs (now). In addition, the results were discussed in light of the theory of diffusion of innovation and the Gartner Hype Cycle which are used to explain how the public reacts to innovations.