Fuel Cell Vehicles (FCVs) has been introduced to the market around the world in recent years. As the largest automobile market of the world, China is also one of the potential FCVs market. However, a series of factors and barriers influence the willingness of China's customers to accept FCVs. By using Fishbone Diagram, field survey and workshop discussions, this paper proposes a group of factors that may affect customers' preferences on FCVs. Furthermore, Fuzzy AHP and Pareto Analysis are employed to prioritize these factors, and identify the critical ones. The results indicate that fuel availability, vehicle performance, and economic costs are the most important dimensions in affecting customers' attitude towards FCVs. More specifically, vehicle reliability and safety, purchasing cost, industry development, vehicle model and space contribute the most significance in customers' purchase decision. According to the results, some policy implications are proposed from the prospective of improving and demonstrating vehicle performance, government leading facility construction and operation, and costs reductions. (C) 2016 Hydrogen Energy Publications LLC. Published by Elsevier Ltd. All rights reserved.
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