The Adoption Thrust studies technical and societal aspects that impact market acceptance and adoption of disruptive and transformative technologies. Subareas of research include user and societal acceptance, public and economic policy, and techno-economic, environmental, and societal impact,The results of this thrust facilitate a data-driven research path toward achieving center goals.

The Adoption Thrust oversees and coordinates ASPIRE’s research efforts and personnel development in the adoption of innovative technologies and transportation electrification systems. The team views “adoption” broadly, encompassing everything (attitudes, perceptions, preferences, intentions, use, behavior, demand) related to human actors (individuals, households, communities, public agencies, private organizations, policy-makers) within the joint technological–social–political–economic system of electrified transportation.

Adoption is essential to achieving ASPIRE’s mission, vision, and long-term goals, especially achieving “widespread electrification of all vehicle classes” and “shared public charging infrastructure” that “improves health and quality of life.” Thus, adoption research considers electric transportation technologies and modes but also supporting energy and transportation services, policies, and plans. This thrust’s research spans the EV landscape, including light-, medium-, and heavy-duty vehicle classes; both passenger and freight modes; and both on- and off-highway uses. Beyond transportation modes, other system elements such as stationary and in-motion charging technologies, power generation methods, energy pricing and business models, all fall within the purview of adoption.

The Adoption Thrust comprises a diverse team with interdisciplinary backgrounds and expertise, including travel behavioral modeling, consumer science, market intelligence, resource economics, public policy, data analysis, machine learning, artificial intelligence, technoeconomic and environmental impact analyses, air quality management, sustainability, power systems, and optimization and control. Members come from multiple academic departments, including civil and environmental engineering, mechanical engineering, computer science, political science, marketing and strategy, economics, and data analytics. Adoption thrust participants forge close ties with industry, state transportation agencies, and national laboratories.

Konstantina “Nadia” Gkritza
Adoption Lead
Civil Engineering
Purdue University