Revolutionising autonomous vehicles: inspiring consumers in the age of Industry 4.0 technologies

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Research reveals that trust and inspiration reduce consumer resistance to autonomous vehicles, suggesting effective marketing strategies.

Lower consumer resistance can be achieved through trust and inspiration, leading to increased adoption of autonomous vehicles.
Notably, inspired consumers showed significantly reduced resistance, indicating a path forward for promoting adoption.
This research involved a theoretical framework tested on 671 consumers across Australia and the USA, focusing on key psychological factors.
Marketers and policymakers should create strategies emphasizing the benefits of autonomous vehicles to inspire consumers effectively.

McLeay et al. (2025) studied this question.

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