Global drivers and barriers to the public acceptance of autonomous vehicles: Evidence from 17 countries

This study investigates the global drivers of public acceptance for Society of Automotive Engineers (SAE) Level 3 conditionally automated vehicles. Unlike fully autonomous cars, Level 3 vehicles require the driver to remain ready to resume control when requested. Using a large-scale dataset of 18,603 respondents across 17 countries, the author applied the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) framework to determine which psychological and social factors most strongly influence the intention to use these vehicles.

The analysis reveals that the intention to use Level 3 vehicles is most strongly predicted by performance expectancy (the belief that the car provides practical benefits), social influence (the perceived approval of others), and hedonic motivation (the expectation of enjoyment). Interestingly, effort expectancy—the perceived ease of learning or using the system—and facilitating conditions (the availability of support and resources) played significantly smaller roles in driving adoption intentions. Demographic variables like age and gender, as well as prior experience with existing driver assistance systems, were found to be statistically significant but weak predictors of overall acceptance.

These results suggest that manufacturers and policymakers should shift their focus away from purely technical or ease-of-use marketing. Instead, communication strategies should emphasize the functional benefits, social desirability, and the inherent enjoyment of the driving experience. By identifying that acceptance is driven by perceived utility and social norms, the study provides a roadmap for the successful introduction of conditional automation in diverse global markets.