LAUSR

Abstract In 2017, the transportation sector in the European Union was responsible for 27% of the total greenhouse gas emissions, of which road transportation accounted for 71.7%. As a result of the EU policy to reduce the total greenhouse gas emissions by at least 40% in 2030 compared to 1990 levels, a social acceptance of a new technology like hydrogen in transportation is important. This study investigates the factors that may affect the public's acceptance of hydrogen-powered vehicles in Denmark. To this end, four major hypotheses were stated, assuming the direct effect of factors such as technology and environmental awareness, financial status and infrastructure pertaining to the social acceptance of hydrogen-based private road vehicles in the transportation market. The results showed that most of the hypotheses can be confirmed, including environmental awareness, limited refuelling infrastructure as well as media support for this market. These factors can be said to have an impact on one's willingness to accept or even purchase a fuel cell electric vehicle in the near future, while knowledge of and prior experience with this type of technology, along with an upgrade of the hydrogen refuelling infrastructure, may prove to contribute positively to ‘greener’ transportation.